“…This weakness is particular disappointing since a huge amount of literature exists that speaks, directly or indirectly, to the challenge of strategy implementation. That literature is, however, fragmented across many academic domains including, among others, organisational learning, 6 organisational structure, 7,8 control mechanisms, 9 -11 communication, 12 organisational culture 13 -15 market orientation, 16,17 management self-interest 18,19 and, as discussed in this article, motivation and organisational commitment.…”