Teleological reasoning and knowledge generation in marketing theory: observations and recommendations

The practice and sociology of theorising is one of the marketing discipline¿s most marginal specialties, yet its epistemological and methodological underpinnings including the morphology of explanations have very substantial bearing upon the nature and scope of marketing theory in general. Since the 1980s writings have increasingly attended to the relationship between philosophy and the marketing discipline. While much of the use of philosophy of science was rhetorical and directed towards either a critique or legitimation of the post-positivist or realist image of marketing science, certain ideas about the logic and epistemology of science nevertheless were insinuated into the practice of inquiry (see Hunt, 1991). Against this background and focussing on theory building and testing within marketing science, this paper discusses one act and aspect of theorising: the use of teleological reasoning in scientific explanations of marketing phenomena. The issues and problems surrounding the use of teleological reasoning are illustrated by an in-depth analysis of writings on 'integrated marketing communications' theory. Recommendations for the use of teleological reasoning in marketing and marketing communications theory are made

Explaining employees’ reactions towards a cross-border merger:the role of English language fluency

In this paper, we focus on the role of language in cross-border mergers and acquisitions and explore how organization members’ language skills, or fluency, in the adopted lingua franca may impact their reactions to a merger. Drawing on a qualitative study of the post-merger integration between a French and Dutch airline where English was adopted as a lingua franca, we illustrate how language fluency influences the ability of individuals to give meaning to their changed circumstances. Moreover, we elaborate on how language fluency indexes social groupings and identities, and may thus be a driver of perceptions of status inequality and identity politics between different groups of employees. With our study we draw attention to the multi-faceted role of English as a lingua franca. Our findings also contribute to research on sociocultural dynamics associated with post-merger integration and the role of language in mergers and acquisitions, as well as in multinational companies more generally

Gesture Analysis and Organizational Research : The Development and Application of a Protocol for Naturalistic Settings

International audienceGestures are an underresearched but potentially significant aspect of organizational conduct that is relevant to researchers across a range of theoretical and empirical domains. In engaging the cross-disciplinary field of gesture studies, we develop and apply a protocol for analyzing gestures produced in naturalistic settings during ongoing streams of talk and embodied activity. Analyzing video recordings of entrepreneurial investor pitches, we work through this protocol and demonstrate its usefulness. While doing so, we also explore methodological tensions in gesture studies and draw out methodological arguments as they relate to the analysis of these fleeting and often intricate bodily movements. The article contributes a generally applicable protocol for the analysis of gestures in naturalistic settings, and it assesses the methodological implications of this protocol both for research on entrepreneurship and new venture creation and management and organization research more generally.<br/

Putting Communication Front and Center in Institutional Theory and Analysis

International audienceIn this article we introduce AMR’s Special Topic Forum on Communication, Cognition and Institutions. We conceptualize the roots of cognitive, linguistic and communicative theories of institutions, and outline the promise and potential of a stronger communication focus for institutional theory. In particular, we outline a theoretical approach that puts communication at the heart of theories of institutions, institutional maintenance, and change, and we label this approach “communicative institutionalism.” We then provide a brief introduction to the set of articles contained in this forum and describe the innovative theorizing of these articles in the direction of communicative theories of institutions. Finally, we sketch a research agenda and further steps and possibilities for theory and research integrating communication and institutions.<br/

Metaphor in organizational research: Context, modalities and implications for research introduction

We provide a general overview of previous work which has explored the use of metaphors in organizational research. Differences in focus and form of research on metaphors are noted. Work in organization theory (OT) and organizational communication (OC) generally features prescriptive metaphors that aid the practice of theorizing and research; research in organizational development (OD) tends to use metaphors for intervention in individual and group decision-making; while studies of organizational behaviour (OB) emphasize the metaphors-in-use within individuals' sensemaking accounts of critical events within their organization. Alongside these differences in focus, the form of metaphor analysis also differs across these contexts, ranging from text- and discourse-based analysis to the analysis of non-linguistic modalities such as pictorial signs, gestures and artefacts. Based on our overview of previous work, we call for greater attention to methodological issues around metaphor identification and analysis and outline a number of directions for further research

Fiction and Organization Studies

The topic of fiction is in itself not new to the domain of organization studies. However, prior research has often separated fiction from the reality of organizations and used fiction metaphorically or as a figurative source to describe and interpret organizations. In this article, we go beyond the classic use of fiction, and suggest that fiction should be a central concern in organization studies. We draw on the philosophy of fiction to offer an alternative account of the nature of fiction and its basic operation. We specifically import Searle’s work on speech acts, Walton’s pretense theory, Iser’s fictionalizing acts, and Ricoeur’s work on narrative fiction to theorize about organizations as fictions. In doing so, we hope that we not only offer an account of the “ontological status” of organizations but also provide a set of theoretical coordinates and lenses through which, separately or together, the notion of organizations as fictions can be approached and understood

Making sense of theory construction: Metaphor and disciplined imagination

This article draws upon Karl Weick’s insights into the nature of theorizing, and extends and refines his conception of theory construction as ‘disciplined imagination’. An essential ingredient in Weick’s ‘disciplined imagination’ involves his assertion that thought trials and theoretical representations typically involve a transfer from one epistemic sphere to another through the creative use of metaphor. The article follows up on this point and draws out how metaphor works, how processes of metaphorical imagination partake in theory construction, and how insightful metaphors and the theoretical representations that result from them can be selected. The paper also includes a discussion of metaphors-in-use (organizational improvisation as jazz and organizational behavior as collective mind) which Weick proposed in his own writings. The whole purpose of this exercise is to theoretically augment and ground the concept of ‘disciplined imagination’, and in particular to refine the nature of thought trials and selection within it. In doing so, we also aim to provide pointers for the use of metaphorical imagination in the process of theory construction

Who Controls the Looking Glass? Towards a Conversational Understanding of Organizational Theatre

This paper presents a longitudinal study of interactive organizational theatre. Managers of a large home care organization used 30 instances of organizational theatre over a one year period to effect organizational change. We found that neither management, who had hoped that employees would accept and internalize the messages accompanying the play, nor employees, who used the liminal spaces to express their own take on the organization’s issues, achieved their aims directly. Yet a year later, organizational performance and satisfaction were significantly improved—much of this was attributed to the play. To explain this, we develop a conversational theory of change, one where ‘conversation pieces’ are central. We also speculate on the properties that conversation pieces and conversational systems like organizational theatre must have if they are to effect change.N/