Investigating the constituent elements of strategy-as-practice in the business context of Thailand: an exploratory study

Yossavadee Sittidet, Siriwut Buranapin, Niyata Kawewong and Nittaya Jariangprasert

Asia Pacific Business Review, 2025, vol. 31, issue 3, 506-526

Abstract: This study explores the strategy-as-practice (SAP) within Thai businesses. It provides an in-depth analysis of SAP in a non-Western context. We offer useful insights into the implementation of SAP in Southeast Asia, an understudied area in the SAP literature. Our study uses a qualitative approach to analyse components of SAP (practices, practitioners, and praxis). We focus on strategy activities that affect consequential outcomes. The findings contribute to the theoretical understanding of the constituent elements of SAP in the Southeast Asian (Thailand) context and offer practical guidance for enhancing organizational strategy activities. Future research may employ various data collection methods in similar contexts.

Date: 2025
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DOI: 10.1080/13602381.2024.2436446

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