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Multiplicity justifies corporate strategy: The case of Stora Enso, 1990-2008
Linköping University, The Tema Institute. Linköping University, Faculty of Arts and Sciences.
Linköping University, The Tema Institute, Technology and Social Change. Linköping University, Faculty of Arts and Sciences.
2011 (English)In: Journal of Cultural Economy, ISSN 1753-0350, Vol. 4, no 4, 455-475 p.Article in journal (Refereed) Published
Abstract [en]

This study conducts an analysis of the relationship between strategic theory, industry- or marketwide practices, valuation metrics, and justification rhetoric in performing strategic practice. Indoing this, we refer to Michel Callon on the performativity of economics and Boltanski andThe´venot on the justification of strategic action. The paper introduces an analytical framework forstudying the corporate strategy pragmatics of a forest industry company Stora Enso over the19902008 period. The authors argue that Stora Enso’s corporate strategy is justified by andrepresents the outcome of multiple performances that coexist and interact with each other. Thesemultiple performances, ranging from general strategic management conceptual theories toindustry-wide practices and valuation metrics, may lead to conflict when creating successfulbusinesses.

Place, publisher, year, edition, pages
2011. Vol. 4, no 4, 455-475 p.
Keyword [en]
performativity; Stora Enso; strategic management; valuation metrics; industrywide practices; justifications
National Category
Economics and Business
URN: urn:nbn:se:liu:diva-71458DOI: 10.1080/17530350.2011.609712OAI: diva2:449115
Available from: 2011-10-19 Created: 2011-10-19 Last updated: 2011-11-16Bibliographically approved

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Ottosson, MikaelGalis, Vasilis
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ReferencesLink to record
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