We reflect on the evolution of the strategy field as seen through the window of Management Science. Reflecting the diverse disciplinary roots of strategy research, we identify a broad-ranging body of work that varies with respect to the assumptions made regarding individual rationality and the level of analysis at which the research is carried out. We argue that recent developments begin to delineate a potentially unifying conceptual framework for treating the field's defining questions – the conceptual apparatus of evolutionary economics. We conclude by laying out important challenges for evolutionary economics if it is to serve as a foundation for both the positive and the normative research agendas of the strategy field.
