The development of a body of knowledge about a particular phenomenon, such as "the MCS-strategy relationship," is predicated on an implicit assumption that the constructs exhibit a degree of consistency across studies and over time. In survey-based studies, consistency in definition and measurement of constructs supports consistent testing of relationships. In case-based studies diversity in conceptualization may contribute to theory building but consistency assists theory illustration and refutation. While our emerging themes indicate some progress towards building consistency in the conceptualization of MCS and strategy (albeit on seven different fronts), there is a disconcerting lack of consistency in measurement amongst the survey studies. For example, nine of the 20 survey studies included measures of MCS or strategy that were newly developed by the authors and there was very little evidence of systematic building of measures within the other 11 studies.