From the theory of the firm (1937) to Blue Ocean (2005): the evolution of organizational strategy and the challenges of the digital context

Abstract

Organizational strategy is very prominent in organizations, and its first studies were carried out at the beginning of the last century. The work was carried out in some contexts, such as firms, the military and governments, but the vast majority was developed from observing companies around the world, which provided the impetus for the construction of theories that are still used today. Over time, several seminal authors have made contributions to the evolution of strategy theory. The aim of this theoretical-conceptual article is to discuss the classic authors whose works on strategy were published between 1937 and 2005. The methodology consisted of documentary reading of the authors' main works and extraction of the main themes covered. The authors were seminal in the evolution of strategy theory, through their contributions and practical applications. This work encourages discussion about the innovative peculiarities of the authors and how they can be seen in a systemic way, as well as enabling these works to be a source of consultation for other researchers and those interested in the proposed theme.