A grounded theory research on cultural values and beliefs as sources of competitive advantage in strategic decision process

Main aim of this study is attempting to understand how do cultural values and beliefs effect strategic decision making process. Additionally, determining whether there are specific cultural values and/or beliefs, which are effecting strategic decision making process more than the others, is a secondary aim for this study. Thus, it is aimed to contribute to the debate focused on culture's importance in terms of sustainable competitive advantage. In this Grounded Theory study, data is drawn from 33 semi-structured in-depth interviews. Data is processed through open and conceptual coding methods. As a result of the research, it is determined that cultural values and beliefs effect the strategic decision process at all phases (including before, during and after the decision) profoundly. It is additionally determined that, cultural values and beliefs are mostly effective at the phase of "During the Decision" and also the strategists participated in the research, attribute strategic importance to certain specific cultural values. In this context, it is observed that, participant decision makers mostly come across with two main "Value Zones" which are named as "Muslim – Türk" and "Western – Rational". It is also observed that, participant strategists are experiencing a clash between those two value zones, which are basically incompatible with each other, in terms of which one to be followed while making decisions. As an outcome of this clash, they make (and shape) their decisions in pursuance of two different behavioral frames named "Janissaries and Mercenaries". Consequently, Culture as a "Root Competence", which is effecting a quite important behavior such as decision making through its values and beliefs, has a great importance in terms of sustainable competitive advantage. Thus, it's thought that this study refers to a very important point in the strategic management literature as a qualitative research focused on the relationship in between strategic decision making and culture. Key Words: Strategic Decision, Cultural Values, Cutlure and Strategy, Grounded Theory, Strategic Values