ABSTRACT
Scientific publication in strategic management and new strategy models are emerging in the last few decades. But in its application, the variations of the strategy model are often contradictory, paradoxical, and debatable. As a result, decision makers rely more on his personality traits to choose the right strategy. The purpose of this research was to create new propositions from past literature and develop new conceptual models about the strategy orientation from personality perspective. Strategy orientation was categorized into two paradoxical strategies, i.e. strategic consistency and strategic flexibility. The result of this research showed that there was conceptual relation between the two paradoxical strategies with personality traits to create business transformation.
