Exploring the house built on sand!
Purpose ‐ The purpose of this paper is to explore the strategy literature in order to identify scholars who have developed specific models of strategy. Design/methodology/approach ‐ An extensive review of the literature was undertaken. Findings ‐ The paper reveals Modernist ideas of several scholars who have developed methods or concepts for delineating the ideas of strategy. A body of economic theory is mentioned but is beyond the scope of this paper. Practical implications ‐ The paper suggests that a move away from the eighteenth century economic concepts must happen, especially the equilibrium assumption, if the strategy discipline is to be developed. Originality/value ‐ Very little work, especially in strategy has been done outside the Modernist paradigm. This paper explores the possibility of incorporating open system ideas into a strategic methodology.