Previous application of the repertory grid technique in the strategy field has been noteworthy. However, all have been imprisoned by their adherence to strict element choice based on grid protocol. Elements in past studies have either focused on all competitor companies, or all strategic decisions, or all decision makers, or all strategic issues, inter alia, in an effort to learn more about how strategists see, interpret, and make sense of their strategy experiences. This research note outlines how current strategy research can be advanced by the use of more heterogeneous elements for grid applications, hence allowing researchers to go deeper into eliciting more complex strategic cognitions on how strategy is crafted and recrafted in a world constructed and reconstructed.
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