Understanding first order strategy discourse of online strategy platform

A. Plotnikova*, C. Brielmeier, M. Friesl

*Corresponding author for this work

Research output: Contribution to ConferencePaperAcademic


Greater participation in strategy requires actors distant from strategy-making to transit
into a new role of strategists. However, as precarious profession, strategy does not offer a predefined and readily recognizable role as it is the case with judges or surgeons. In this paper, we
therefore frame participation in open strategy as a role transition triggering identity work to
becoming a strategist. We trace the identity journeys of two non-strategists reflected in their
narratives that constitute their contributions to an online strategy community instigated within
a large telecommunication corporation. Our analysis involves a detailed account of their
participation, reflected in hundreds of posts and comments. We identify three narratives nonstrategists apply in their identity work: self-legitimation, self-assurance and idealization. By
doing that we sheds new light on the challenges involved in transitioning into strategy roles and
contribute to the strategy practice and open strategy literature.
Original languageEnglish
Publication statusPublished - 8 Jul 2021
Event37th EGOS Colloquium : Organizing for an Inclusive Society: Meanings, Motivations, and Mechanisms - Vrije Universiteit Amsterdam, Amsterdam, Netherlands
Duration: 8 Jul 202110 Jul 2021


Conference37th EGOS Colloquium
Abbreviated titleEGOS 2021
Internet address


  • non-strategist, participation, open strategy, identity work


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