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Chapter 16 - Strategy as a Performative Practice: A Self-Referential, Knowledge-Based Perspective

from Part II - Theoretical Resources: Social Theory

Published online by Cambridge University Press:  11 March 2025

By
Jean-Pascal Gond ,
Guillaume Carton  and
Yuval Millo
Edited by
Damon Golsorkhi ,
Linda Rouleau ,
David Seidl  and
Eero Vaara
Damon Golsorkhi
Affiliation:
emlyon Business School
Linda Rouleau
Affiliation:
HEC Montréal
David Seidl
Affiliation:
Universität Zürich
Eero Vaara
Affiliation:
Saïd Business School, University of Oxford
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Summary

Jean-Pascal Gond, Guillaume Carton and Yuval Millo investigate how strategy as practice and the constitution of strategy as a specific body of expert knowledge can learn from each other. After exploring the diversity of usages and meanings of performativity mobilized by strategy as practice scholars, they adopt a Barnesian take on performativity as a knowledge-based set of practices, partially self-referential, and potentially self-validating. Their analysis extends our view of strategy as practice by providing a framework of strategy as performative practice articulated around three core mechanisms: strategy conventionalization, which explains how actors produce, and become embedded, within strategy discourse and knowledge; strategy engineering, which points to the processes whereby such strategy discourse and knowledge is materially embedded into devices, tools and techniques; and strategy commodification, which explains how market forces are involved in the reproduction of strategy discourse and knowledge. With the aim to make the strategy as practice framework deliver more extensively its academic and practical potential, the authors conclude by setting an integrative research agenda based on the ideas of performing strategy as practice and strategizing performativity.

Keywords

strategy as practicepractice approachperformative practiceBarnesianstrategy conventionalizationstrategy engineeringstrategy commodification
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Cambridge Handbook of Strategy as Practice , pp. 290 - 310
Publisher: Cambridge University Press
Print publication year: 2025

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