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The paper discusses how Schumpeterian environments influence organizations in the direction of simpler, minimally\u2010structured designs and considers why Schumpeterian environments create the need for strategic improvisation and minimally\u2010structured designs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The paper articulates recent concepts in the management literature. The integration of these new concepts may be relevant to explore the way they relate with each other in the emerging organizational configurations. A model is proposed for further empirical testing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This contribution challenges the old representation of the strategic process as one involving complex organizations with simple people (except at the top), to one where simple organizations enable complex and professional people to create the strategy in an intentional, even if not always planned, response to the concrete world.<\/jats:p><\/jats:sec>","DOI":"10.1108\/00251740610680550","type":"journal-article","created":{"date-parts":[[2006,9,26]],"date-time":"2006-09-26T05:10:03Z","timestamp":1159247403000},"page":"839-850","source":"Crossref","is-referenced-by-count":71,"title":["Towards a complexity theory of strategy"],"prefix":"10.1108","volume":"44","author":[{"given":"Miguel","family":"Pina e Cunha","sequence":"first","affiliation":[]},{"given":"Joao","family":"Vieira da Cunha","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022012120264530100_b1","doi-asserted-by":"crossref","unstructured":"Adler, P.S. and Borys, B. 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