We analyse important marketing and management issues, communicating our findings to both the business and academic worlds. We believe we can only do this effectively by achieving the highest standards in research, teaching and consultancy work. Our academics are well known in their fields and have published work in leading marketing and management journals. While we cover the breadth of marketing and strategy, we particularly focus on four key areas of research activity.<br><br>This research draws on sociological perspectives to study the micro-activities of strategy work. Rather than seeing strategy as something that organisations have, we conceptualises it as something that people do through everyday activity with tools, materials and each other. Several of our researchers have made significant contributions to theory and real-world practice.<br><br>We study the roles of different strategy practitioners, including senior managers, middle managers, consultants, professionals and external advisors. We also focus attention on the micro-practices and routines that actors use, for example, when working with strategy tools, interacting in strategy meetings or running strategy workshops. To get close to the action, SAP typically uses qualitative methodologies, such as interviewing, ethnography, participant observation or video-ethnography, to capture the fine-grained action that unfolds when strategies are being developed, negotiated and enacted.