Researching strategy formation process: An abductive methodology

Methodological challenges in researching subjective social construct formation processes (such as business strategy formation) are described. A solution is derived step by step, based on classic contributions to the literature and first principles. Two major methodological risk factors in interpretive research are identified as horns of a dilemma, and a practical solution is offered. In the process, a basis is offered for carrying out interpretive research in which meaningful data coding can occur across multiple case studies. The methodology developed for the author's own research is used as an illustration.