Why do start-up entrepreneurs use certain strategy practices?

This research attempts to gain insight in the actual behaviour of start-up entrepreneurs, in order to enable development of a strategy practice applicable by start-ups. This research is set up as a qualitative research. Nine start-ups are interviewed following semi-structured procedure in combination with the critical incident technique. Additionally, three start-ups coaches are interviewed. The data was analysed by means of template, open and axial coding. This research follows a human central approach in order to provide an overview over the scattered literature on strategy practices. This research reviews the literature according to Chia & Holt (2006) and describes the dwelling, building and hybrid strategy practice. The results showed that start-ups applied a hybrid strategy practice and that the applied practice depended on strategy element and the start-up phase. Start-up entrepreneurs should be aware that their strategy practice gradually grows from dwelling towards hybrid, and on some elements even building practice. The findings can guide scholars in developing more actionable strategy practices and know how strategy practices interact with start-ups. This information can reveal how strategy practices can be assisting in overcoming common faced start-up hurdles. These findings have theoretical implications since it rejects the dichotomousness between the different practices.