“…The literature on strategy implementation is rich and eclectic (e.g. Butler, 2003;Carlon, Downs, Langstrand, & Elg, 2012;Floyd & Wooldridge, 1992;Håkonsson, Burton, Obel, & Lauridsen, 2012;Noble, 1999;Van Rensburg, Davis, & Venter, 2014). However, in this paper we claim that a common assumption can be found behind most studies: strategy is understood as something that is to be inserted, infused or incorporated into an existing organization.…”