ABSTRACT
Although a firm's strategy map is likely to evolve over time, empirical research on the evolution of strategy maps is largely underexplored. Drawing on fieldwork, this study examines strategy map evolution from a value creation perspective. The findings show that a firm's strategy map evolves in response to delivering new value and/or existing value through new value creation design themes. Furthermore, value creation design themes' underlying strategy maps are dynamic in that certain design themes of an existing strategy map continue as part of the new strategy map, whereas others are abandoned. The study also shows that over time, design themes' underlying strategy maps can change their role from value creation to value protection. Finally, this study discusses how the use and change of strategy maps can be linked, and how the use of a strategy map can influence its design.
