Strategy creation: An innovative new construct

There has been a trend in the strategic marketing and strategic management literature in recent years to highlight the creation of novel strategies by firms to the challenges of the modern business environment. However, there has been only limited insight in the quality literature on how this might be done. A stratified sample of 216 company directors, chief executive officers, top managers, strategy professionals and line managers provides the data for development of a strategy creation survey scale. A range of statistical techniques are applied to rigorous development of the new survey scale to demonstrate reliability and validity.