"It follows that it is oversimplistic, for example, to think that strategic opportunities and threats just exist 'out there'. The opportunities and threats that do exist depend on who is doing the looking' and on the various processes through which this is done. To the extent that there is a 'world outside', we characterize it on the basis of ourselves, on the basis of the language that we use and - by implication - on the basis of our actions and daily practices. In this sense the firm's strategic environment which people seek to know, to understand, to predict and control, is not something in which they exist. Rather it is something that exists through them."
Trecho retirado de "Images of Strategy" de Stephen Cummings e David Wilson
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