Kellermanns, Franz W.Franz W.KellermannsWalter, JorgeJorgeWalterLechner, ChristophChristophLechnerFloyd, StevenStevenFloyd2023-04-132023-04-132005-10-01https://www.alexandria.unisg.ch/handle/20.500.14171/8439110.1177/0149206305279114The purpose of this article is to describe the theoretical and methodological reasons for the inconsistent findings on the value of strategic consensus. This analysis suggests the need for (a) definitions of consensus that align the locus and content of agreement with the study context and theoretical premises; (b) measures of consensus that take account of locus as well as differences in how the content of strategy is perceived by top-, middle-, and lower-level managers; (c) research designs wherein assumptions about the locus and content of consensus govern the choice of antecedents; and (d) more consistent use of moderators.enjournal article