We ask, how does character influence the judgment on which strategy is based?, and make the bold claim that strategic management theories are incomplete and misguided by the failure to consider a character perspective. We review the three main assumptions about human beings in strategy – strategic actors as (1) boundedly rational and socio-cognitively biased, (2) opportunistic, and (3) bundles of competencies – and broaden them through a character lens. We propose an agenda for a character perspective in strategy with three starting areas: a reconsideration of upper-echelons theory, character as multi-level, and ways to measure and develop character. That character can be developed has important implications for the ability of all individuals to pursue character-based judgment and sustainable organizational excellence.
