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Conclusion

This chapter has outlined the importance of executive judgment to the strategic choice process and is particularly relevant to the study of e-business, where environmental turbulence increases the relevance of managerial discretion. By separating the outcomes from the actual decision choice we can begin to more fully understand how these strategic choices influence firm performance. Until now the process of strategic choice has largely been treated as a ’black box’ where it is assumed that measured outcomes are the result of deliberate choices.

One of the reasons contingency theory has become so popular is that it provides managers with prescriptive advice regarding which configurations lead to higher performance. Further examination of executive judgments to ascertain whether executives are making decisions based on the idea of alignment or fit is required. This will help in our understanding of whether material taught by academics in business schools is actually being used by students in industry. Are executives using the ideas of alignment or fit as prescribed in theory or are they making judgments based on other factors? The answer to this question has important implications for relevance and improving the linkage between theory and practice.


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