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A letter from the president: seduction, charm and obfuscation in French CEO letters

Author

Listed:
  • Frank Bournois

    (UP2 - Université Panthéon-Assas, ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Sébastien Point

    (UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

Purpose Shareholders, investors and potential employees, all attach special importance to understanding a company through its annual report, the status of which has evolved over the years: from providing information for the adepts of competitive intelligence, it now provides information available to all stakeholders in the company. But one aspect has not changed: the keynote message of the president that prefaces the annual report. The present article indicates current practice in the matter in the case of 28 leading French companies. Design/methodology/approach We have made these companies the subject of a systematic and detailed computer‐assisted analysis. Findings Among the main conclusions to be noted are: a varied range of rhetorical cosmetics by way of embellishment, and attitudes either of prudence or optimism on the part of company heads; a type of discourse open to several levels of interpretation: from a literal level to a level allowing the reader to interpret the wider spirit and intention of the document. Originality/value In view of the time devoted to the preparation and fine‐tuning of a presidential letter, we feel justified in writing a modest letter of recommendations for the attention of the president at the end of this contribution.

Suggested Citation

  • Frank Bournois & Sébastien Point, 2006. "A letter from the president: seduction, charm and obfuscation in French CEO letters," Post-Print hal-03871149, HAL.
    • Handle: RePEc:hal:journl:hal-03871149
    DOI: 10.1108/02756660610710355
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    Cited by:

    1. Yunseok Hong & Keuntae Cho, 2024. "Differences in CEO Communication Strategies between High- and Low-Performing Firms in the Global Auto Parts Industry," Sustainability, MDPI, vol. 16(8), pages 1-19, April.
    2. Hyung Jong Na & So Ra Kim & Hyun Jin Jo, 2022. "Integrating Text-Mining and Sustainability Balanced Scorecard Methods to Examine the Relationship between CEO Messages of Homepages and Firm Value: Emphasis on Fashion Companies in South Korea," Sustainability, MDPI, vol. 14(22), pages 1-25, November.

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