The empirical accessibility of company strategies is limited due to the lack of observability and the risk of counter-attacks by competitors. Nevertheless, companies communicate strategically relevant information, for example in the media. We use 3,832 pieces of information and suggest a mixed methods approach to learn more about the reconstruction of strategies. First, we perform a qualitative content analysis. Based on this, we are able to provide various quantitative evaluation possibilities. The dairy sector of a country serves as an example sector. On the basis of our data, we can derive various statements about the nature of the strategies pursued and the consistency of their application. Our approach offers the opportunity to test existing hypotheses of strategic research and to develop new hypotheses. Acknowledgement :


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