relevance in this discussion has mostly meant a focus on providing useful knowledge for the management of business firms – whether evidence-based or something else. In this essay, we take a more macro-level perspective. We argue that strategy scholars in particular should look at ‘bigger issues’ such as the global financial crisis (see also Agarwal et al., 2009; Lounsbury and Hirsch, 2010; Munir, 2011) and the other examples above. In a nutshell, we – scholars publishing in outlets such as Strategic Organization – should have something to say about bigger contemporary problems and challenges.