Hence, the main objective of this study is to propose the development of a method that supports the overall process of planning, structuring and validating a business unit strategy while overcoming the limitations of previous works, considering the subjectivity of decision-making in the construction of strategy maps. To fulfil these purposes, this study proposes an extension of the work of Lopez-Ospina et al. (2017) entitled "A method for designing strategy maps using DEMATEL and linear programming", by integrating fuzzy logic and traditional, conceptual and qualitative tools to support the diagnosis and strategy design. The significant contributions of this work is that it overcomes limitations of previous methods by providing: (1) a logic structure of strategy maps; (2) integration of subjectivity within the overall formulation process of the strategy; (3) selection of the most important relationships between strategy objectives to explain efficiently, functionally, and easily the route map of a strategy; and (4) integration of traditional qualitative tools with quantitative tools, making the process robust and holistic. The proposed method was applied to an Official Banking business unit of a Colombian bank, where expert judgment for strategy formulation helps to test the effect of the methodological design. (C) 2019 Elsevier Ltd. All rights reserved.