Strategic pragmatism orientation: a framework for navigating recurring crises and the ‘zeitenwende’ with stability and agility

Abstract The current reality presents a dilemma: firms must navigate the tension between flexibility and efficiency, particularly in the face of recurring or prolonged environmental turbulence − as is the case today, with a potential caesura marked by uncertain economic and political conditions and increasing multipolarity (‘Zeitenwende’). To address these challenges, this paper introduces a novel concept: strategic pragmatism orientation. Pragmatism reflects the idea that actions are evaluated and adjusted based on their immediate practicality. Strategic pragmatism extends this notion by encompassing proactive actions that are likewise assessed for their practical utility. A strategic pragmatism orientation captures the proactive and reactive stance of a firm or its top management in experimenting with actions evaluated through the lens of immediate practical outcomes. By combining the reactive essence of pragmatism with the forward-looking approach of strategic pragmatism orientation, firms can establish stable foundations in key areas while maintaining flexibility elsewhere. This orientation enables firms to navigate severe and recurring turbulence by making decisions grounded in immediate consequences, yet with an eye toward long-term adaptability. The set of papers in this special issue explores specific domains where a strategic pragmatism orientation can be applied to address significant environmental turbulence. Furthermore, the contributions highlight how strategic pragmatism orientation complements other strategic frameworks, such as entrepreneurial orientation and digital orientation.