Recognition of relational strategy content: insight from the managers’ view

Abstract

The paper aims to recognize how managers perceive a firm’s relational strategy content by identification of strategic choices made within it. The paper presents theoretical assumptions of the relational view of strategy based on identified fundamental strategic choices that form the content of relational strategy, presents hypotheses that link this content with the relational view of a firm, as well as ‘enterprise logic’, understood as the way in which top managers conceptualize their firm and its relationships with stakeholders. The research was conducted in 53 companies based in Poland using semi-structured interviews with executives. Both content and statistical analyses are to be used. The research results made it possible to discern key strategic choices that make up the content of relational strategy. These, in the opinion of managers, should include choices regarding the process of creating and appropriating value, selecting a partner and their significance, and the associated interorganizational dynamics as well as the way of forming interorganizational relationships.

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