A theory-based view in strategy and entrepreneurship emphasizes the importance of design science for managers to use theories when imagining new market interactions. Strategizing-as-design is a growing area of research that has identified great strategies ex post through a backward-looking approach when they have generated novel designs or configurations of market interactions. However, for strategizing to begin with the forward-looking act of imagining, the research is missing an explanation of how design science generates imagined future states ex ante. In this paper, we apply strategizing-as-design as a process to explain how strategists can use theories to design an industry and its business ecosystem for a future that ought to serve the stakeholders’ well-being.
