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Strategy as language and communication: Theoretical and methodological advances and avenues for the future in strategy process and practice research

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  • Eero Vaara
  • Laura Fritsch

Abstract

Research Summary The purpose of this introduction to the SMS collection is to take stock of advances in language‐based analyses of strategic processes and practices with an eye on the theoretical and methodological insights and opportunities. After a review of the articles included, we develop a framework that identifies four perspectives ranging from the more micro to the macro: (a) microlevel conceptual basis of strategy discourse, (b) use of language in strategy work processes in their socio‐material and multimodal contexts, (c) use of language and especially narratives in long‐term processes of strategic change, and (d) the rhetorical and discursive reconstruction of organizational strategies in their historical contexts. We then move on to offer a set of research opportunities and questions to form an agenda for future research. Managerial Summary This article takes stock of recent research on the role of language and communication in strategic decision‐making and strategy work. The key argument is that we should not treat language merely as a window into other aspects of strategic phenomena but as a central means through which strategies are shaped and made sense of. The paper underscores that language use is a crucial part of strategy work and strategic change—to be taken seriously in its own right in research as well as practice. Another key point is that we need to develop better understanding of the new communication technologies and media that play a key role in contemporary organizations. The new theoretical ideas and methods may also inspire practitioners to develop their communication practices.

Suggested Citation

  • Eero Vaara & Laura Fritsch, 2022. "Strategy as language and communication: Theoretical and methodological advances and avenues for the future in strategy process and practice research," Strategic Management Journal, Wiley Blackwell, vol. 43(6), pages 1170-1181, June.
    • Handle: RePEc:bla:stratm:v:43:y:2022:i:6:p:1170-1181
    DOI: 10.1002/smj.3360
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    References listed on IDEAS

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    1. Saku Mantere, 2013. "What Is Organizational Strategy? A Language-Based View," Journal of Management Studies, Wiley Blackwell, vol. 50(8), pages 1408-1426, December.
    2. Eero Vaara & Richard Whittington, 2012. "Strategy as practice : Taking Social Practices Seriously," Post-Print hal-02276672, HAL.
    3. Eero Vaara & Juha-Antti Lamberg, 2016. "Taking historical embeddedness seriously : Three historical approaches to advance strategy process and practice research," Post-Print hal-02276732, HAL.
    4. Sameer B. Srivastava & Amir Goldberg & V. Govind Manian & Christopher Potts, 2018. "Enculturation Trajectories: Language, Cultural Adaptation, and Individual Outcomes in Organizations," Management Science, INFORMS, vol. 64(3), pages 1348-1364, March.
    5. repec:dau:papers:123456789/14564 is not listed on IDEAS
    6. William Ocasio & Tomi Laamanen & Eero Vaara, 2018. "Communication and attention dynamics: An attention‐based view of strategic change," Strategic Management Journal, Wiley Blackwell, vol. 39(1), pages 155-167, January.
    7. Paresha N. Sinha & Peter Jaskiewicz & Jenny Gibb & James G. Combs, 2020. "Managing history: How New Zealand's Gallagher Group used rhetorical narratives to reprioritize and modify imprinted strategic guideposts," Strategic Management Journal, Wiley Blackwell, vol. 41(3), pages 557-589, March.
    8. Eric Knight & Sotirios Paroutis & Loizos Heracleous, 2018. "The power of PowerPoint: A visual perspective on meaning making in strategy," Strategic Management Journal, Wiley Blackwell, vol. 39(3), pages 894-921, March.
    9. Matthias Wenzel & Jochen Koch, 2018. "Strategy as staged performance: A critical discursive perspective on keynote speeches as a genre of strategic communication," Strategic Management Journal, Wiley Blackwell, vol. 39(3), pages 639-663, March.
    10. Stéphanie Dameron & Jane K. Lê & Curtis Lebaron, 2015. "Materializing Strategy and Strategizing Materials: Why Matter Matters," Post-Print hal-01637715, HAL.
    11. Sarah Kaplan, 2011. "Strategy and PowerPoint: An Inquiry into the Epistemic Culture and Machinery of Strategy Making," Organization Science, INFORMS, vol. 22(2), pages 320-346, April.
    12. Eero Vaara & Richard Whittington, 2012. "Strategy as practice : Taking Social Practices Seriously," Post-Print hal-02312709, HAL.
    13. Eero Vaara & Juha-Antti Lamberg, 2016. "Taking historical embeddedness seriously : Three historical approaches to advance strategy process and practice research," Post-Print hal-02313404, HAL.
    14. Grimmer, Justin & Stewart, Brandon M., 2013. "Text as Data: The Promise and Pitfalls of Automatic Content Analysis Methods for Political Texts," Political Analysis, Cambridge University Press, vol. 21(3), pages 267-297, July.
    15. Virpi Sorsa & Eero Vaara, 2020. "How Can Pluralistic Organizations Proceed with Strategic Change? A Processual Account of Rhetorical Contestation, Convergence, and Partial Agreement in a Nordic City Organization," Organization Science, INFORMS, vol. 31(4), pages 839-864, July.
    16. Robert A. Burgelman & Steven W. Floyd & Tomi Laamanen & Saku Mantere & Eero Vaara & Richard Whittington, 2018. "Strategy processes and practices : Dialogues and intersections," Post-Print hal-02312126, HAL.
    17. Saku Mantere & Eero Vaara, 2008. "On the Problem of Participation in Strategy: A Critical Discursive Perspective," Organization Science, INFORMS, vol. 19(2), pages 341-358, April.
    18. Richard Whittington & Basak Yakis-Douglas & Kwangwon Ahn, 2016. "Cheap talk? Strategy presentations as a form of chief executive officer impression management," Strategic Management Journal, Wiley Blackwell, vol. 37(12), pages 2413-2424, December.
    19. Sarah Kaplan, 2008. "Framing Contests: Strategy Making Under Uncertainty," Organization Science, INFORMS, vol. 19(5), pages 729-752, October.
    20. William Ocasio & Tomi Laamanen & Eero Vaara, 2018. "Communication and Attention Dynamics : an Attention-Based View of Strategic Change," Post-Print hal-02312047, HAL.
    21. Elena Dalpiaz & Giada Di Stefano, 2018. "A universe of stories: Mobilizing narrative practices during transformative change," Strategic Management Journal, Wiley Blackwell, vol. 39(3), pages 664-696, March.
    22. Ashish Arora & Michelle Gittelman & Sarah Kaplan & John Lynch & Will Mitchell & Nicolaj Siggelkow & Philip Gylfe & Henrika Franck & Curtis Lebaron & Saku Mantere, 2016. "Video methods in strategy research: Focusing on embodied cognition," Strategic Management Journal, Wiley Blackwell, vol. 37(1), pages 133-148, January.
    23. Donal Crilly, 2017. "Time and Space in Strategy Discourse: Implications for Intertemporal Choice," Strategic Management Journal, Wiley Blackwell, vol. 38(12), pages 2370-2389, December.
    24. Prithwiraj Choudhury & Dan Wang & Natalie A. Carlson & Tarun Khanna, 2019. "Machine learning approaches to facial and text analysis: Discovering CEO oral communication styles," Strategic Management Journal, Wiley Blackwell, vol. 40(11), pages 1705-1732, November.
    25. Tim Loughran & Bill Mcdonald, 2016. "Textual Analysis in Accounting and Finance: A Survey," Journal of Accounting Research, Wiley Blackwell, vol. 54(4), pages 1187-1230, September.
    26. Robert A. Burgelman & Steven W. Floyd & Tomi Laamanen & Saku Mantere & Eero Vaara & Richard Whittington, 2018. "Strategy processes and practices: Dialogues and intersections," Strategic Management Journal, Wiley Blackwell, vol. 39(3), pages 531-558, March.
    27. Joep P. Cornelissen & Rodolphe Durand & Peer Fiss & John C. Lammers & Eero Vaara, 2015. "Putting Communication Front and Center in Institutional Theory and Analysis," Post-Print hal-02313194, HAL.
    28. Damon Golsorkhi & Linda Rouleau & David Seidl & Eero Vaara, 2015. "Cambridge Handbook of Strategy as Practice," Post-Print hal-02298228, HAL.
    29. Julia Balogun & Claus Jacobs & Paula Jarzabkowski & Saku Mantere & Eero Vaara, 2014. "Placing Strategy Discourse in Context: Sociomateriality, Sensemaking, and Power," Journal of Management Studies, Wiley Blackwell, vol. 51(2), pages 175-201, March.
    30. Innan Sasaki & Josip Kotlar & Davide Ravasi & Eero Vaara, 2020. "Dealing with revered past: Historical identity statements and strategic change in Japanese family firms," Strategic Management Journal, Wiley Blackwell, vol. 41(3), pages 590-623, March.
    31. Cornelissen, J. P. & Durand, Rodolphe & Fiss, Peer C. & Lammers, John & Vaara, Eero, 2015. "Putting Communication Front and Center in Institutional Theory and Analysis," HEC Research Papers Series 1168, HEC Paris.
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    33. Tim Loughran & Bill Mcdonald, 2011. "When Is a Liability Not a Liability? Textual Analysis, Dictionaries, and 10‐Ks," Journal of Finance, American Finance Association, vol. 66(1), pages 35-65, February.
    Full references (including those not matched with items on IDEAS)

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