Visuals in open strategy

Sotirios Paroutis, Eric Knight

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Citations (Scopus)


Examining Open Strategy through the role of visuals holds great promise. Visual artifacts are increasingly central to what organizational actors do inside and outside their firms, for example, with the growing use of visualization tools, big data analytics, presentations (e.g., PowerPoint), user-centered design approaches, visuals in social media, and videoconferencing dominating modern strategy analysis (Berinato, 2016; Boxenbaum et al., 2018; Kim & Mauborgne, 2002). Through the use of these visuals in their strategy process, firms can communicate their strategic direction to internal and external audiences and actively engage these audiences in particular aspects of their decision making, which could in turn, open new, yet unexplored, avenues for their strategy. As such, visuals open up the opportunity to communicate and engage with a much less strategically informed set of actors than is the norm in strategy, for example shop floor workers or stakeholders such as citizens in local communities. This is possible since visuals can reduce cognitive challenges (Täuscher & Abdelkafi, 2017; Hegarty, 2011) and make such challenges more widely accessible compared to more traditional strategy formats (such as memos or reports that often require familiarity with strategy terminology to be understood).
Original languageEnglish
Title of host publicationCambridge handbook of open strategy
EditorsDavid Seidl, Richard Whittington, Georg von Krogh
Place of PublicationCambridge
PublisherCambridge University Press (CUP)
Number of pages14
ISBN (Electronic)9781108347921
ISBN (Print)9781108424868
Publication statusPublished - Jul 2019
Externally publishedYes


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