The Importance of an Integrative Approach to Strategic Management Research

There is enormous potential for cross-fertilization in theory-building and applied research if the individual perspectives of industrial organization, marketing, and administrative behavior are utilized as complex tools for the strategic management scholar. In general, industrial organization and marketing can contribute to better understanding of strategy content issues, and administrative behavior to strategy process issues. Research findings will be richer if strategic management scholars work to develop mid-range theories that draw from the existing knowledge base of these disciplines and if they establish close working relationships with researchers from disciplines other than their own.