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While qualitative work has a long tradition in the strategy field and has recently regained popularity, we have not paused to take stock of how such work offers contributions. We address this oversight with a review of qualitative studies of strategy published in five top-tier journals over an extended period of 15 years (2003–2017). In an attempt to organize the field, we develop an empirically grounded organizing framework. We identify 12 designs that are evident in the literature, or “designs-in-use” as we call them. Acknowledging important similarities and differences between the various approaches to qualitative strategy research (QSR), we group these designs into three “families” based on their philosophical orientation. We use these designs and families to identify trends in QSR. We then engage those trends to orient the future development of qualitative methods in the strategy field.

The identities of Muslim women tend to be essentialized into binaries of what she is and what she ought to be (Golnaraghi & Dye, 2016). For far too long Muslim women’s voices in North America have been marginalized by hegemonic Orientalist (Said, 1978) and traditionalist (Clarke, 2003) Islamic discourses. When it comes to issues of agency, empowerment, and self-expression, it is either imposed by Western ideals or regulated by traditionalist politics of Islam (Zine, 2006). As such, Muslim women activists must engage and negotiate within the dual and narrow oppressions of Orientalist and traditionalist Islamic representations of her (Khan, 1998; Zine, 2006). Given the scarcity of space provided in print media (Golnaraghi & Dye, 2016; Golnaraghi & Mills, 2013) for Muslim women to construct, appropriate, and remake their own identities, some have turned to social media to challenge these dichotomies through activism and resistance. Such a space is necessary in order to recover, resurface, and reauthorize the hybrid voices, experiences, and identities of the Muslim woman on their own terms in order to challenge hegemonic discourse. Highlighting the nuances of feminist activism, particularly that of Muslim postcolonial feminists that can make a difference to Critical Management Studies (CMS) as a community concerned with social justice and challenging marginalization and oppression. The “Somewhere in America #Mipsterz” (Muslim hipsters) video launched in 2013, the site for our critical discourse analysis, is one case where this resistance can be seen, showcasing fashionable veiled Muslim women artistically expressing themselves to the beats of Jay Z.

In this paper, we offer a model of how leaders and managers can create energy for change by influencing patterns of conversation across the organization. We develop the model by linking social constructionist thought with theory from the field of positive psychology. We propose that effective leaders work with others to co-author persuasive narratives of change that generate energy by providing people (including themselves) with a sense of autonomy, competence, and relatedness. Energy is expressed in the form of support, time, money, and resources, which contribute to the success of the work. Continuous attention to crafting persuasive narratives in a collaborative way creates upward spirals of energy, and increases the probability of successful change over time. We illustrate these ideas with a case study of a successful IT change initiative in a Fortune 100 insurance company, and conclude by discussing implications for research and practice.

Purpose – This chapter presents four different approaches to doing and writing qualitative research in strategy and management based on different epistemological foundations. It describes two well-established “templates” for doing such work, and introduces two more recent “turns” that merit greater attention.

Design/Methodology/Approach – The chapter draws on methodological texts and a detailed analysis of successful empirical exemplars from the strategy and organization literature to show how qualitative research on strategy processes can be effectively carried out and written up.

Findings – The two “templates” are based on different logics and modes of writing. The first is based on a positivist epistemology and aims to develop nomothetic theoretical propositions, while the second is interpretive and more concerned to capture and gain insight from the meanings given to organizational phenomena. The two “turns” (the practice turn and the discursive turn) are not as well defined but are generating innovative contributions based on new ways of considering the social world.

Originality/Value – The chapter should be helpful to researchers considering qualitative methods for the study of strategy processes. It contributes by comparing different approaches and by recognizing that part of the challenge of doing qualitative research lies in writing it up to communicate its insights in a credible way. Thus while describing the different methods, the chapter also draws attention to effective forms of writing. In addition, it introduces and assesses two more recent “turns” that offer promising routes to novel insight as well as having particular ontological and epistemological affinities with qualitative research methods.

This paper takes a “social movements” approach to employee activism regarding diversity and inequality in the workplace. The social context is often neglected in studies of organizational change, while the workplace as a locus of activism receives less attention from social movement theorists than other organizational settings. We do not seek to differentiate employee activists from quiescent employees but to understand the concerns, language, and tactics of small groups of employee activists when they mobilize. Our study is based on interviews with thirty-nine activists from nine grassroots employee groups in a 900-person division of a high technology firm. We learn how employee activists pursue changes that question power relations, draw links to broader societal issues, sustain their “passion” and collective efforts over cycles of involvement, manage risks to their careers and their mission, handle the protection and constraints offered by the “umbrella” of management, and make sense of their accomplishments. We close by highlighting the significance of local, fragmented change efforts. Without being too sanguine about employee activism nor too cynical about its cooptive function, theorists should allow a place for piecemeal change.