Journal of Business Strategy

Purpose – The objective of this paper is to present a broad-based tool primarily for the use of practitioners at the senior and middle management levels, to analyze the innovation management processes within their organizations and assess their impact on innovation and firm performance. It is contended that these processes are dichotomous because of the invariable tension between continuity and change-related aspects to be coped with.

Design/methodology/approach – A single case (Moser Baer India Limited, an Indian firm and one of the world's large manufacturers of optical storage media) illustrating the use of a flowing stream strategy framework is presented. The theory that is the basis of the approach is not expounded at length in the interests of the basic target audience.

Findings – The paper is an attempt to present a structured approach to strategy making. Realizing the hazards of organizational impediments in the implementation of strategy, only an illustrative approach is been indicated, paving the way for further investigation.

Research limitations/implications – The limitations associated with a single case methodology may prevail to some extent. The data are context-bound; however, no attempt to draw general implications has been made. The purpose is more to present the use of a practical tool rather than to advance theoretical knowledge.

Practical implications – The tool presented may be useful across a range of organizations, with minor adaptations.

Originality/value – The paper is original and adds value in terms of the above.