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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton 2021

10 Strategizing

From the book Handbook of Management Communication

  • Florence Allard-Poesi and Laure Cabantous


In this chapter, we use Austin’s view of performativity as a framework to comprehend the effects of strategic discourse on strategic outcomes. Our review of the literature reveals a paradox: On the one hand, and contrary to what many managers believe, strategic discourses have limited illocutionary power - they seldom engender the reality they describe. On the other hand, strategic discourses have important perlocutionary effects - for instance, they have a significant impact on organizational members’ identity. In the conclusion of our chapter, we outline some avenues for future research on the performativity of strategic discourses.

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