The Massification of Strategy

Abstract

This paper addresses the ‘massification’ of strategy. The primary sense of massification reflects the recovery of Latour's ‘missing masses’ in strategy research, in other words the growing recognition of material artefacts. But there are two contingent senses of massification as well. First, many of these material artefacts are mass‐produced (e.g. laptops) and therefore commonly used across many sites of strategy work. Second, some of these material artefacts (e.g. social media) are increasingly tools for mass participation, facilitating the involvement of many employees in strategy work. This paper considers the implications of both mass production and mass participation for strategy‐as‐practice research, particularly with regard to comparative method and critical scrutiny.

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