Frontiers in European Entrepreneurship Research
Edited by Ulla Hytti, Robert Blackburn and Silke Tegtmeier
Chapter 8: Co-creating strategy between independent consultants in a micro-firm context
This chapter focuses on co-creation between partners in a micro-firm context. It adopts a strategy-as-practice view in analysing how strategy is constructed in a dialogue between independent consultants in a partnership. The analysis identified five practices of dialoguing: (1) about the customer, (2) of who we are and what we do, (3) of varied experience and knowledge in customer co-operation, (4) of the required steps regarding the future, and (5) of the need for a customer perspective. Integration of varied expertise, expectations and interests flow from active dialogue and compromises made by the actors in strategic planning. The findings also indicate tco-strategizing in micro firms is an iterative and ongoing process that needs time and space to develop in the midst of business as usual. The practical importance of this analysis lies in providing insights for firms in relation to why and how co-strategizing can prove beneficial.
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