Operations Strategy under Chaos –Lessons to be learned from a new Paradigm

The purpose of this paper is to introduce a new paradigm being able to conceptualize content and process aspects of Operations Strategy. Based on a critical reading of literature; two opposing paradigms of Operations Strategy are identified and described. The first focuses on content issues of Operations Strategy and relies on a normative orientation and the second focuses on process issues of Operations Strategy and relies on a descriptive orientation. To compare and evaluate the two paradigms; the results of a longitudinal case-study of Operations Strategy formulation and implementation in practice are shown. These results promote the need for a new or third paradigm to integrate and balance the two former paradigms. The new paradigm is labeled as a moderate constructivist paradigm using the metaphor of chaos and seems suitable for conceptualizing Operations Strategy as it is in practice. Finally, ideas for future research and development are presented.