Social media and the emergence of reflexiveness as a new capability for open strategy

João Baptista, Alexander D. Wilson, Robert D. Galliers, Steve Bynghall

Research output: Contribution to journalArticlepeer-review

107 Citations (Scopus)


Social media increases transparency and inclusiveness in organizational strategizing by widening engagement with strategy content and participants. However, our study shows that just relying on the feedback features of social media is not sufficient for an open strategy approach. Instead, emergent feedback from social media use leads to tensions initially between the participatory nature of the technology and extant management practices. Ultimately, these tensions encourage the development of new internal capabilities to appropriate feedback structurally into the organization. We conceptualize the emergence of this new organizational capability as reflexiveness. Further, we suggest that it is the development of this capability that, along with transparency and inclusiveness, explain the shift towards more open forms of strategizing and the potential to move organizations towards stewardship, as a governance model more consistent with open strategizing practices in organizations.

Original languageEnglish
Pages (from-to)322-336
Number of pages15
JournalLong Range Planning
Issue number3
Early online date27 May 2017
Publication statusPublished - Jun 2017
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2016 Elsevier Ltd

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Finance
  • Strategy and Management


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