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Abstract Deliberate and emergent strategies may be conceived as two ends of a continuum along which real‐world strategies lie. This paper seeks to develop this notion, and some basic issues related to strategic choice, by elaborating along this continuum various types of strategies uncovered in research. These include strategies labelled planned, entrepreneurial, ideological, umbrella, process, unconnected, consensus and imposed.
Mintzberg et al. (Mon,) studied this question.