Thinking and acting strategically: New challenges for interrogating strategy

This paper takes a critical and evaluative stance toward micro‐activity‐based approaches to understanding strategy. It argues that such approaches bring with them important theoretical and empirical challenges. The paper argues against a tendency to reductionism without equal emphasis to the contextual influences that bound micro‐strategising. Finally, the paper argues for a more international and comparative approach to micro‐strategy studies than has currently been the case.