Exploring the Creation of Organisation Strategy when Commercialising a New Technology

This thesis takes a mixed methodology approach to exploring the creation of organisational strategy from the perspectives of both the classical strategy frameworks and Sarasvathy's theory of effectuation. The experience of working within the Masters of Advanced Technology Enterprise (MATE) is portrayed through using an ethnographic approach in conjunction with critical reflection to build ‘thick descriptions’. Following this descriptive phase, analysis is conducted through both classical strategic management frameworks and Sarasvathy’s theory of effectuation. The multifaceted approach was chosen enable a deep understanding of the variety of strategic directions, reasoning’s that were undertaken throughout the year.