Business policy teaching is 100 years old. Strategic management research is 50 years old. The business policy “raison d’être” was to be reflexive, integrative, synthetical. Born in the 60’ as a research field, strategic management is now mainly coloured by analysis, statistical explanation, general relations finding and prescription avoidance. The results are mostly neither actionable nor critical. In the context of today it seems necessary to generate strategic theory as revisited moral and political studies or “noopolitics” and management studies. This effort implies epistemological openness and methodological pluralism to build explicit values oriented and prescriptive knowledge able to afford different and contextualized purposes.