In recent years, the focus in strategy research has shifted from resourcebased strategies and competitive strategies towards strategy-making. While content-focused strategy research views strategizing as economizing, the strategic planning perspective takes a more comprehensive view, arguing that we need to understand the practice of strategy, that is what the strategy-makers actually do (Whittington et al. 2006). This perspective is interested in the tools being used and actions taken within the strategy process (Stenfors 2007), while it also emphasizes that the process should have an innovative dimension rather than being merely analytic. There are tools to support both innovative and analytic thinking.