An attentive reading of papers published between and , in distinguished management sciences journals such as the Academy of Management Review, the Journal of Management Studies, Strategic Change, and the Strategic Management Journal, clearly reveals the interchangeability of certain concepts related to strategy. For example, the concepts of strategy, strategic management, general policy, strategic decision, and strategic process, among others, have become interchangeable. But, this interchangeability is not without consequences, positive and negative, on the evolution of the strategic discourse. There is a negative consequence, insofar as the interchangeability generates misunderstandings Martinet : and overall contradictory results Koenig , which leads to reservations about their replicability and generalisability.

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