Performing Micro‐Role Transitions in Open Strategy

Open strategy (OS) requires contributors with a variety of functional backgrounds to episodically perform a strategy role in addition to their functional responsibilities. These actors engage in micro‐role transitions as they temporarily shift from one role to another. In this study, we identify the discursive tactics through which such micro‐role transitions are enacted by drawing on data from an online OS community. We show that in OS, micro‐role transitions occur in an ambiguous role environment where actors actively construct role entry using downplaying tactics and justifying tactics, and imbue ill‐defined strategy roles with meaning by applying idealizing tactics. These moralized discourses enable actors to distance themselves not only from their functional roles but also from the role of professional strategists. We show that the interplay of role distance and responses of different relevant actors shapes actors' strategy role formation in OS. We synthesize these arguments into a conceptual model and provide new insights into the role dynamics involved in OS and beyond, as well as the role‐level factors underpinning the efficacy of OS.