Relevance is a key question for management scholars in general and strategy scholars in par- ticular. While there are different views on what relevance means (Augier and March, 2007), most have been concerned about the lack of ability of management research to provide knowledge that is useful for managerial practice (McGahan, 2007; Walsh et al., 2007). For example, Hambrick (1994: 15) famously criticized management research for developing into an ‘incestuous, closed loop of scholarship’. More recently, Walsh (2011) provides an overview of the presidential addresses in recent years that all seem to indicate that management research has failed in its quest for relevance