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: https://repec-crego.u-bourgogne.fr/images/stories/rev/102127.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mary Tripsas & Giovanni Gavetti, 2000. "Capabilities, cognition, and inertia: evidence from digital imaging," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1147-1161, October.
    2. 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.
    3. Cynthia Hardy, 2001. "Researching Organizational Discourse," International Studies of Management & Organization, Taylor & Francis Journals, vol. 31(3), pages 25-47, September.
    4. 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.
    5. John Hendry, 2000. "Strategic Decision Mking, Discourse, And Strategy As Social Practice," Journal of Management Studies, Wiley Blackwell, vol. 37(7), pages 955-978, November.
    6. Francis J. Flynn & Barry M. Staw, 2004. "Lend me your wallets: the effect of charismatic leadership on external support for an organization," Strategic Management Journal, Wiley Blackwell, vol. 25(4), pages 309-330, April.
    7. Barbara Czarniawska, 2005. "De la polyphonie dans l'analyse des organisations," Revue française de gestion, Lavoisier, vol. 159(6), pages 359-371.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Merendino, Alessandro & Dibb, Sally & Meadows, Maureen & Quinn, Lee & Wilson, David & Simkin, Lyndon & Canhoto, Ana, 2018. "Big data, big decisions: The impact of big data on board level decision-making," Journal of Business Research, Elsevier, vol. 93(C), pages 67-78.
    2. John Sillince & Paula Jarzabkowski & Duncan Shaw, 2012. "Shaping Strategic Action Through the Rhetorical Construction and Exploitation of Ambiguity," Organization Science, INFORMS, vol. 23(3), pages 630-650, June.
    3. Meissner, Philip & Brands, Christian & Wulf, Torsten, 2017. "Quantifiying blind spots and weak signals in executive judgment: A structured integration of expert judgment into the scenario development process," International Journal of Forecasting, Elsevier, vol. 33(1), pages 244-253.
    4. Dwibedy, Punyashlok, 2022. "Informal competition and product innovation decisions of new ventures and incumbents across developing and transitioning countries," Journal of Business Venturing Insights, Elsevier, vol. 17(C).
    5. Mäkelä, Kristiina & Björkman, Ingmar & Ehrnrooth, Mats, 2010. "How do MNCs establish their talent pools? Influences on individuals' likelihood of being labeled as talent," Journal of World Business, Elsevier, vol. 45(2), pages 134-142, April.
    6. Li, Mingxiang, 2021. "Exploring novel technologies through board interlocks: Spillover vs. broad exploration," Research Policy, Elsevier, vol. 50(9).
    7. Tommaso Pucci & Mara Brumana & Tommaso Minola & Lorenzo Zanni, 2020. "Social capital and innovation in a life science cluster: the role of proximity and family involvement," The Journal of Technology Transfer, Springer, vol. 45(1), pages 205-227, February.
    8. David G. Sirmon & Michael A. Hitt, 2003. "Managing Resources: Linking Unique Resources, Management, and Wealth Creation in Family Firms," Entrepreneurship Theory and Practice, , vol. 27(4), pages 339-358, October.
    9. Zullina H. Shaari & Amzairi Amar & M. Radzi Zainol & Azamudin Badri Harun, 2015. "Linking Leadership Studies to Corporate Brand Management: A Review," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 6(1), pages 26-37, January.
    10. Mary J. Benner, 2010. "Securities Analysts and Incumbent Response to Radical Technological Change: Evidence from Digital Photography and Internet Telephony," Organization Science, INFORMS, vol. 21(1), pages 42-62, February.
    11. Pettus, Michael L. & Kor, Yasemin Y. & Mahoney, Joseph T., 2007. "A Theory of Change in Turbulent Environments: The Sequencing of Dynamic Capabilities Following Industry Deregulation," Working Papers 07-0100, University of Illinois at Urbana-Champaign, College of Business.
    12. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    13. Ariel Mendez & Delphine Mercier, 2007. "Territorial Dynamics and History Imprint : Two french Clusters in Transition in the South East Region," Working Papers halshs-00360764, HAL.
    14. Hazhir Rahmandad, 2012. "Impact of Growth Opportunities and Competition on Firm-Level Capability Development Trade-offs," Organization Science, INFORMS, vol. 23(1), pages 138-154, February.
    15. Iman Seoudi & Matthias Huehn & Bo Carlsson, 2008. "Penrose Revisited: A Re-Appraisal of the Resource Perspective," Working Papers 14, The German University in Cairo, Faculty of Management Technology.
    16. Felipe A. Csaszar & Daniel A. Levinthal, 2016. "Mental representation and the discovery of new strategies," Strategic Management Journal, Wiley Blackwell, vol. 37(10), pages 2031-2049, October.
    17. Laurence Capron & Will Mitchell, 2009. "Selection Capability: How Capability Gaps and Internal Social Frictions Affect Internal and External Strategic Renewal," Organization Science, INFORMS, vol. 20(2), pages 294-312, April.
    18. Godart, Frédéric & Pistilli, Luca, 2024. "The multifaceted concept of disruption: A typology," Journal of Business Research, Elsevier, vol. 170(C).
    19. Pedota, Mattia & Cicala, Francesco & Basti, Alessio, 2024. "A Wild Mind with a Disciplined Eye: Unleashing Human-GenAI Creativity Through Simulated Entity Elicitation," OSF Preprints 3bn95, Center for Open Science.
    20. Jan Ossenbrink & Joern Hoppmann & Volker H. Hoffmann, 2019. "Hybrid Ambidexterity: How the Environment Shapes Incumbents’ Use of Structural and Contextual Approaches," Organization Science, INFORMS, vol. 30(6), pages 1319-1348, November.

    More about this item

    Keywords

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

    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.

    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 bibliographic 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Informatique Technique MSH Dijon (email available below). General contact details of provider: http://www.revues.org/ .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.