Abstract
Purpose: The study aims to form a theoretical basis for the development of strategies needed by businesses and establish strategic principles. The starting point of this research is that cyber conflict is an operational, managerial, relational, and strategic problem of businesses rather than a cross-country administrative problem. 
 Design/methodology/approach: This research was carried out by adopting grounded theory, known as theorizing-based theory. The study was carried out with 593 limited liability and joint-stock companies operating in Turkey. 
 Findings: The research results revealed a new theory named "relativity of strategic cyber conflict management". According to the research findings, the five orbital forces (negotiation, managerial, infrastructure, defense, competition) were determined in cyber conflict management. Four principles were determined as a business within the system (location in space), the business within cyber cosmos (relativity of time), warping spacetime due to cyber conflict (Curvature of strategy), and illusions due to cyber conflict (Gravitational lenses).
 Originality: This study introduces a new theory of the cyber conflict management with the inspiration of the principles of relativity theory.
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