On the strategic value of equifinal choice

Abstract Managers are often faced with the need to choose among multiple satisficing options. We call this situation equifinal choice and argue how it opens an opportunity for managers a new trajectory their firm—an strategic action. Although can exist in any environment, becomes most consequential when uncertainty is high. Uncertainty weakens adherence of organizational members superordinate goal plurality goals leads political processes guide firm’s strategy. Extant view has identified random as unbiased, fair, simple, swift solution problem choice. Random also commonly used machine learning artificial intelligence systems. As organizations augment decision making these systems, there threat that they forego opportunities randomly actions fail harness commitment trust. In Point View article, we highlight , explain different ways be approached, motivate why valuable over above defaulting