Evolyutsiya pidkhodiv do identyfikatsiyi zmistu stratehiyi

The strategic management concepts development had started in 50-ties of XX century and still brings new discoveries in the field of competitive strategies. Every strategy specialist absolutizes his or her own approach in the field of strategic management. Many recent publications have a lot in common in using “new approach” or “new paradigm” expressions. But we should remember that new approaches are built as a result of inspiration by the previous researchers. These approaches must be analysed in a historical order to reveal patterns in the statements, interpretation and using of strategy at modern organization. Author analysed the approaches to interpretation of strategy, the classification of the approaches to identify strategy was offered. In the paper the coopetition strategy as new paradoxical view on the strategic management was presented.