Strategies as Discursive Constructions: The Case of Airline Alliances
通过批判性话语分析1995-2000年航空联盟的战略谈话，识别出五种话语实践，揭示战略如何通过话语被建构，对研究战略微观过程的管理学者有参考价值。
ABSTRACT In this paper, we argue that by examining the discursive elements in strategy talk we can contribute to our understanding of the myriad of micro‐processes and practices that make up strategies. We focus on airline alliances as a particularly illustrative case. Based on a critical discourse analysis of an extensive material of strategy talk on airline alliances, we point to five types of discursive practices that characterize strategizing in this context in 1995–2000: (1) problematization of traditional strategies; (2) rationalization, objectification and factualization of alliance benefits; (3) fixation of ambiguous independence concerns; (4) reframing of cooperation problems as ‘implementation’ issues; and (5) naturalization of alliance strategies. While we want to emphasize the context‐specificity of these practices, we claim that similar types of discursive practices are also likely to be an inherent part of strategizing in other settings.