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

Valérie Chanal () and Franck Tannery ()
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Valérie Chanal: PACTE - 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
Franck Tannery: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: AbstractStrategy communication is a central part of leaders' strategy practice. Recent research onstrategic discourse suggests that this practice can lead to the creation of an order for action.However, this work does not study how managers concretely proceed. To study this practice,we propose to adopt a rhetoric perspective, in order to understand the argumentationmechanisms and their effects in different speech contexts. Our research analyses the case ofthe CEO of the Lafarge Group and how he talks to different stakeholders (senior managers,members of the Board, investors). Our results contribute to precise the role of strategyrhetoric in the enactment of a strategic order, and bring original insights to the "strategy aspractice" research stream.

Keywords: Strategy; Discourse; Rhetoric; Leader; Stakeholders; Stratégie; Discours; Communication; Rhétorique; Dirigeant; Parties prenantes (search for similar items in EconPapers)
Date: 2007-06
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00182810v1
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Published in Finance Contrôle Stratégie, 2007, 10 (2), pp.97

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