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

Eero Vaara and Laura Fritsch

Strategic Management Journal, 2022, vol. 43, issue 6, 1170-1181

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.

Date: 2022
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