Discursive strategies and radical technological change: Multilevel discourse analysis of the early computer (1947–1958)
运用多层次话语分析方法，研究为何企业在激进技术变革中失败，通过分析IBM和Remington Rand在早期计算机保险市场的竞争，揭示企业话语策略如何影响客户对新技术的理解。
Research summary : This paper uses multilevel discourse analysis to advance strategic management research, focusing on the question of why firms fail in the face of radical technological change. Answering this question requires addressing how customers develop their interpretations and evaluation criteria of the new technology. This interpretive process occurs through discussions with other market participants. Firms can influence customers' interpretations through the use of language and visual images—what we call “discursive strategies.” Firms can fail to navigate technological disruptions because their discursive strategies do not communicate effectively with customers. Yet, methodological limitations have restricted the study of discursive strategies. We draw on multilevel discourse analysis and apply this method to explain why IBM outperformed Remington Rand in the early insurance market for computers . Copyright © 2015 John Wiley & Sons, Ltd.