..., it is argued that problematization is an important step in the implementation process and regardless of the initial trigger for the adoption decision, management innovation champions in an organization need to start their implementation process by building a case for how the internal problem or shortcoming...

... of Sociology , 73 ( 4 ), 839 – 858 . Alvesson , M. , & Sandberg , J. ( 2011 ). Generating research questions through problematization . Academy of Management Review , 36 ( 2 ), 247 – 271 . Alvesson , M. , & Sandberg , J. ( 2013 ). Constructing research questions...

..., to be communicative rebels. I conceptualize PR from a critical theoretical perspective as process of problematization, as process of cracking open common sense and underlying systems of power and norms in an organization. Then I offer strategies for creating shared (communication) spaces in which to imagine...