IDEAS home Printed from https://ideas.repec.org/a/dij/revfcs/v10y2007iq2p97-127.html
   My bibliography  Save this article

La rhétorique de la stratégie : comment le dirigeant crée-t-il un ordre pour l’action ?

Author

Listed:
  • Valérie Chanal

    () (Université de Grenoble 2)

  • Franck Tannery

    () (Université de Lyon 2)

Abstract

(VF)La communication de la stratégie occupe une place centrale dans la pratique des dirigeants. Les recherches récentes sur les discours stratégiques suggèrent que cette pratique peut contribuer à la création d’un ordre pour l’action. Cependant, ces travaux étudient peu la façon dont les dirigeants procèdent concrètement. Pour étudier cette pratique, l’article propose une analyse par la rhétorique afin de comprendre les ressorts de l’argumentation et leurs effets dans différents contextes de prise de parole. L’article analyse le cas de la communication du dirigeant du Groupe Lafarge vers les parties prenantes stratégiques auxquelles il s’adresse (cadres, administrateurs, investisseurs). Les résultats précisent le rôle de la rhétorique de la stratégie dans la création d’un ordre et apportent un éclairage original au courant de la stratégie comme pratique.(VA)Strategy communication is a central part of CEOs’ strategic activities. Recent research on strategic discourse suggests that this practice can lead to the creation of an order for action. However, former work does not study how managers concretely proceed. To study this practice, we propose to adopt a rhetoric perspective to understand the argumentation mechanisms and their effects in different speech contexts. Our research analyzes the case of the CEO of the Lafarge Group and how he talks to different stakeholders (senior managers, members of the board, investors). Our results contribute to better understand the role of strategy rhetoric in the enactment of a strategic order, and bring original insights to the “strategy as practice” research stream.

Suggested Citation

  • Valérie Chanal & Franck Tannery, 2007. "La rhétorique de la stratégie : comment le dirigeant crée-t-il un ordre pour l’action ?," Revue Finance Contrôle Stratégie, revues.org, vol. 10(2), pages 97-127, June.
  • Handle: RePEc:dij:revfcs:v:10:y:2007:i:q2:p:97-127
    as

    Download full text from publisher

    File URL: http://crego.u-bourgogne.fr/images/stories/rev/102127.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Pippa Carter & Norman Jackson, 2004. "For the Sake of Argument: Towards an Understanding of Rhetoric as Process," Journal of Management Studies, Wiley Blackwell, vol. 41(3), pages 469-491, May.
    2. John A. A. Sillince, 2002. "A Model of the Strength and Appropriateness of Argumentation in Organizational Contexts," Journal of Management Studies, Wiley Blackwell, vol. 39(5), pages 585-618, July.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    stratégie; discours; communication; rhétorique; dirigeant; parties prenantes; strategy; discourse; communication; rhetoric; leader; stakeholders.;

    JEL classification:

    • G29 - Financial Economics - - Financial Institutions and Services - - - Other
    • G30 - Financial Economics - - Corporate Finance and Governance - - - General
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dij:revfcs:v:10:y:2007:i:q2:p:97-127. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gérard Charreaux). General contact details of provider: http://www.revues.org/ .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.