Abstracts SoSe 2016
29.06.2016
"Staging Strategy": Using Video Data to Explore Strategy Realization in Keynote Speeches (Matthias Wenzel)
While research on strategy process and practice has investigated extensively the role of communication in strategy formation, it has devoted little attention to how firms communicate their messages to consumers to realize their strategies. The purpose of this paper is to examine the discursive and bodily features of keynote speeches as a genre of communication that is dedicated to strategy realization. In an analysis of video data on Apple Inc.’s keynote speeches, the paper explores the discursive practices that constitute this genre and suggests that the discursive statements that these discursive practices produce are mediated by specific gestures, thus making keynote speeches come to life as „staged performances“ through the embodied enactment of discursive practices.