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Strategies as Discursive Constructions : The Case of Airline Alliances

Author

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  • Eero Vaara

    (EM - EMLyon Business School)

  • Brigit Kleymman
  • Hannu Seristö

Abstract

In this paper, we argue that by examining the discursive elements in strategy talk we can contribute to our understanding of the myriad of micro-processes and practices that make up strategies. We focus on airline alliances as a particularly illustrative case. Based on a critical discourse analysis of an extensive material of strategy talk on airline alliances, we point to five types of discursive practices that characterize strategizing in this context in 1995-2000: (1) problematization of traditional strategies; (2) rationalization, objectification and factualization of alliance benefits; (3) fixation of ambiguous independence concerns; (4) reframing of cooperation problems as 'implementation' issues; and (5) naturalization of alliance strategies. While we want to emphasize the context-specificity of these practices, we claim that similar types of discursive practices are also likely to be an inherent part of strategizing in other settings.

Suggested Citation

  • Eero Vaara & Brigit Kleymman & Hannu Seristö, 2004. "Strategies as Discursive Constructions : The Case of Airline Alliances," Post-Print hal-02311665, HAL.
    • Handle: RePEc:hal:journl:hal-02311665
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    Cited by:

    1. Shameen Prashantham & Mark P. Healey, 2022. "Strategy as Practice Research: Reflections on its Rationale, Approach, and Contributions," Journal of Management Studies, Wiley Blackwell, vol. 59(8), pages 1-17, December.
    2. Jeroen Warner & Ingrid Boas, 2019. "Securitization of climate change: How invoking global dangers for instrumental ends can backfire," Environment and Planning C, , vol. 37(8), pages 1471-1488, December.
    3. Kohtamäki, Marko & Rabetino, Rodrigo & Einola, Suvi & Parida, Vinit & Patel, Pankaj, 2021. "Unfolding the digital servitization path from products to product-service-software systems: Practicing change through intentional narratives," Journal of Business Research, Elsevier, vol. 137(C), pages 379-392.
    4. Breit, Eric, 2014. "Discursive practices of remedial organizational identity work: A study of the Norwegian Labor and Welfare Administration," Scandinavian Journal of Management, Elsevier, vol. 30(2), pages 231-241.
    5. Len J Treviño & Jonathan P Doh, 2021. "Internationalization of the firm: A discourse-based view," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(7), pages 1375-1393, September.
    6. Darbi, William Phanuel Kofi & Knott, Paul, 2016. "Strategising practices in an informal economy setting: A case of strategic networking," European Management Journal, Elsevier, vol. 34(4), pages 400-413.
    7. Jørgensen, Lene & Jordan, Silvia & Mitterhofer, Hermann, 2012. "Sensemaking and discourse analyses in inter-organizational research: A review and suggested advances," Scandinavian Journal of Management, Elsevier, vol. 28(2), pages 107-120.
    8. Gino Cattani & Daniel Sands & Joe Porac & Jason Greenberg, 2018. "Competitive Sensemaking in Value Creation and Capture," Strategy Science, INFORMS, vol. 3(4), pages 632-657, December.
    9. Markus Reihlen & Jan‐Florian Schlapfner & Monika Seeger & Hannah Trittin‐Ulbrich, 2022. "Strategic Venturing as Legitimacy Creation: The Case of Sustainability," Journal of Management Studies, Wiley Blackwell, vol. 59(2), pages 417-459, March.
    10. Len J Treviño & Jonathan P Doh, 0. "Internationalization of the firm: A discourse-based view," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-19.
    11. Kohtamäki, Marko & Heimonen, Jesse & Sjödin, David & Heikkilä, Vili, 2020. "Strategic agility in innovation: Unpacking the interaction between entrepreneurial orientation and absorptive capacity by using practice theory," Journal of Business Research, Elsevier, vol. 118(C), pages 12-25.
    12. Mats Forsgren & Ulf Holm, 2021. "Complementing the Uppsala model? A commentary on Treviño and Doh’s paper “Internationalization of the firm: A discourse-based view”," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(7), pages 1407-1416, September.
    13. Atul Arun Pathak & George Kandathil, 2020. "Strategizing in small informal retailers in India: Home delivery as a strategic practice," Asia Pacific Journal of Management, Springer, vol. 37(3), pages 851-877, September.

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