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The Role of Rhetoric in the Creation of Strategic Coherence


  • Valérie Chanal

    () (Pacte, Laboratoire de sciences sociales - UPMF - Université Pierre Mendès France - Grenoble 2 - UJF - Université Joseph Fourier - Grenoble 1 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble - CNRS - Centre National de la Recherche Scientifique - UGA - Université Grenoble Alpes)

  • Franck Tannery

    (COACTIS - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet [Saint-Étienne])


CEOs of major firms spend a significant amount of their time communicating and presenting their strategy to stakeholders. The power of the leaders may gain legitimacy from this communication but their it legitimacy may also be eroded as the multiplication multiplicity of announcements may cause prejudice to the can damage overall strategic coherence. This problem of ensuring the coherence of thein strategic discourse exists both inside the organization (Mantere and Sillince, 2007) and towards the its multiple outside strategic stakeholders, among them the financial markets. We study the case of the Lafarge Group and the communications of the former CEO, Bertrand Collomb about his strategic plan. We argue in this paper that the coherence in strategic discourses is created through the practice of rhetoric. Specifically, we identify the concrete dynamics by which a « manager as rhetor » creates a coherence at three levels : inside the firm, between the different stakeholders, and temporarily .

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  • Valérie Chanal & Franck Tannery, 2009. "The Role of Rhetoric in the Creation of Strategic Coherence," Post-Print halshs-00486796, HAL.
  • Handle: RePEc:hal:journl:halshs-00486796
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    Strategy; discourse; rhetoric; coherence;

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