However, the full potential of strategy research to deal with bigger societal issues has not yet been unleashed, and to do so we have to challenge the way we think about the role and scope of strategy research. In particular, there is a need to draw from the insights of organization research to enrich the theoretical and methodological basis of strategy research – as is the spirit of this journal. In this essay, we focus on five points that may help to broaden the way we think about research on strategic organization: going beyond financial performance, placing agency in context, focusing on practices that constrain and enable strategy-making, engaging in processual analysis and studying underlying beliefs and norms. We are not saying that all strategy researchers should engage in all these directions, but that the dominant conceptualizations and models of explanation need to be complemented by other considerations to enable and encourage strategy scholars to also address bigger issues that matter.