作者
Steven J Kahl, Stine Grodal
发表日期
2016/1
期刊
Strategic Management Journal
卷号
37
期号
1
页码范围
149-166
出版商
John Wiley & Sons, Ltd
简介
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 …
学术搜索中的文章
SJ Kahl, S Grodal - Strategic Management Journal, 2016
SJ Kahl, S Grodal - Strategic Management Journal, 2015