The purpose of this paper is to promote discourse analysis as a valuable theoretical perspective to further examine how communication and other discursive practices may impact strategy‐related outcomes.
The author uses a single case study of a French village in an illustrative way, to show how stakeholders (can) communicate to influence the strategic development of an organization.
A set a propositions is identified as an understanding of why new discourses emerge and institutionalize in a given setting.
As the production of texts was used to observe practitioners’ participation in the strategy process, silent forms of participation may have passed unnoticed.
Practitioners who aim at influencing the strategy process may be interested in identifying the discursive context (producers of consumers of texts) and in improving their conversational skills.
The paper suggests a three‐step process to study the strategy process from a linguistic perspective: identify the producers of texts, examine how the texts are written/told, explain how a set of texts come to dominate a conversation.
