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Strategic pragmatism orientation: a framework for navigating recurring crises and the ‘zeitenwende’ with stability and agility

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  • Ricarda B. Bouncken

    (University of Bayreuth)

  • Sascha Kraus

    (University of Siegen
    University of Johannesburg)

Abstract

The current reality presents a dilemma: firms must navigate the tension between flexibility and efficiency, particularly in the face of recurring or prolonged environmental turbulence − as is the case today, with a potential caesura marked by uncertain economic and political conditions and increasing multipolarity (‘Zeitenwende’). To address these challenges, this paper introduces a novel concept: strategic pragmatism orientation. Pragmatism reflects the idea that actions are evaluated and adjusted based on their immediate practicality. Strategic pragmatism extends this notion by encompassing proactive actions that are likewise assessed for their practical utility. A strategic pragmatism orientation captures the proactive and reactive stance of a firm or its top management in experimenting with actions evaluated through the lens of immediate practical outcomes. By combining the reactive essence of pragmatism with the forward-looking approach of strategic pragmatism orientation, firms can establish stable foundations in key areas while maintaining flexibility elsewhere. This orientation enables firms to navigate severe and recurring turbulence by making decisions grounded in immediate consequences, yet with an eye toward long-term adaptability. The set of papers in this special issue explores specific domains where a strategic pragmatism orientation can be applied to address significant environmental turbulence. Furthermore, the contributions highlight how strategic pragmatism orientation complements other strategic frameworks, such as entrepreneurial orientation and digital orientation.

Suggested Citation

  • Ricarda B. Bouncken & Sascha Kraus, 2025. "Strategic pragmatism orientation: a framework for navigating recurring crises and the ‘zeitenwende’ with stability and agility," Review of Managerial Science, Springer, vol. 19(7), pages 1929-1947, July.
    • Handle: RePEc:spr:rvmgts:v:19:y:2025:i:7:d:10.1007_s11846-025-00903-z
    DOI: 10.1007/s11846-025-00903-z
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    References listed on IDEAS

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    1. He, Kai & Bouncken, Ricarda B. & Kiani, Ataullah & Kraus, Sascha, 2024. "The role of strategic orientations for digital innovation: When entrepreneurship meets sustainability," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    2. Jeffrey G. Covin & Kimberly M. Green & Dennis P. Slevin, 2006. "Strategic Process Effects on the Entrepreneurial Orientation–Sales Growth Rate Relationship," Entrepreneurship Theory and Practice, , vol. 30(1), pages 57-81, January.
    3. Kaisu Puumalainen & Helena Sjögrén & Juha Soininen & Pasi Syrjä & Sascha Kraus, 2023. "Crisis response strategies and entrepreneurial orientation of SMEs: A configurational analysis on performance impacts," International Entrepreneurship and Management Journal, Springer, vol. 19(4), pages 1527-1559, December.
    4. Ricarda B. Bouncken & Sascha Kraus & Norat Roig-Tierno, 2021. "Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations," Review of Managerial Science, Springer, vol. 15(1), pages 1-14, January.
    5. Sergeeva, Anastasia & Bhardwaj, Akhil & Dimov, Dimo, 2022. "Mutable reality and unknowable future: Revealing the broader potential of pragmatism," Other publications TiSEM 7c183c51-050f-49da-b8d4-9, Tilburg University, School of Economics and Management.
    6. Philippe Aghion & Nicholas Bloom & Brian Lucking & Raffaella Sadun & John Van Reenen, 2021. "Turbulence, Firm Decentralization, and Growth in Bad Times," American Economic Journal: Applied Economics, American Economic Association, vol. 13(1), pages 133-169, January.
    7. Gagan Deep Sharma & Sascha Kraus & Amogh Talan & Mrinalini Srivastava & Christina Theodoraki, 2024. "Navigating the storm: the SME way of tackling the pandemic crisis," Small Business Economics, Springer, vol. 63(1), pages 221-241, June.
    8. Paul S. Adler & Barbara Goldoftas & David I. Levine, 1999. "Flexibility Versus Efficiency? A Case Study of Model Changeovers in the Toyota Production System," Organization Science, INFORMS, vol. 10(1), pages 43-68, February.
    9. Green, Kimberly M. & Covin, Jeffrey G. & Slevin, Dennis P., 2008. "Exploring the relationship between strategic reactiveness and entrepreneurial orientation: The role of structure-style fit," Journal of Business Venturing, Elsevier, vol. 23(3), pages 356-383, May.
    10. Sascha Kraus & Petra Moog & Susanne Schlepphorst & Margit Raich, 2013. "Crisis and turnaround management in SMEs: a qualitative-empirical investigation of 30 companies," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 5(4), pages 406-430.
    11. Kindermann, Bastian & Beutel, Sebastian & Garcia de Lomana, Gonzalo & Strese, Steffen & Bendig, David & Brettel, Malte, 2021. "Digital orientation: Conceptualization and operationalization of a new strategic orientation," European Management Journal, Elsevier, vol. 39(5), pages 645-657.
    12. Mark P. Healey & Gerard P. Hodgkinson, 2024. "Overcoming strategic persistence: Effects of multiple scenario analysis on strategic reorientation," Strategic Management Journal, Wiley Blackwell, vol. 45(8), pages 1423-1445, August.
    13. Jeffrey G. Covin & Dennis P. Slevin, 1989. "Strategic management of small firms in hostile and benign environments," Strategic Management Journal, Wiley Blackwell, vol. 10(1), pages 75-87, January.
    14. Jeffrey G. Covin, 1991. "Entrepreneurial Versus Conservative Firms: A Comparison of Strategies and Performance," Journal of Management Studies, Wiley Blackwell, vol. 28(5), pages 439-462, September.
    15. Zheng, Linglin (Gloria) & Wechtler, Heidi M. & Heyden, Mariano L.M. & Bouncken, Ricarda B., 2024. "Global disasters and the luck of the draw? A serendipity perspective on MNE responses to global disasters," Journal of International Management, Elsevier, vol. 30(1).
    16. Wales, William J. & Kraus, Sascha & Filser, Matthias & Stöckmann, Christoph & Covin, Jeffrey G., 2021. "The status quo of research on entrepreneurial orientation: Conversational landmarks and theoretical scaffolding," Journal of Business Research, Elsevier, vol. 128(C), pages 564-577.
    17. Covin, Jeffrey G. & Rigtering, J.P. Coen & Hughes, Mathew & Kraus, Sascha & Cheng, Cheng-Feng & Bouncken, Ricarda B., 2020. "Individual and team entrepreneurial orientation: Scale development and configurations for success," Journal of Business Research, Elsevier, vol. 112(C), pages 1-12.
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    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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