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9 - Strategy No Longer Thinks in Terms of Human Beings

from Part II - The Three Epochs of Strategy

Published online by Cambridge University Press:  14 July 2023

Robin Holt
Affiliation:
University of Bristol Business School
Mike Zundel
Affiliation:
University of Liverpool Management School
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Summary

Chapter 9 entangles strategy and cybernetics, as well as links between military funding and research development culminating in a discussion of the organizational force of neural nets and with this the increasing inability to ask questions of existence. Understanding the workings of these apparatuses has long become a matter for a limited number of experts, and even those are unable to really know how such nets compute themselves, in speeds and complexities that far outstretch human cognition. Glitches and errors, as well as idling, faulty codes, offer, we suggest, openings through which we might glimpse the nature of these new realities, yet rather than welcome, these seem to be subject to the continual attention of interface innovation and ‘good’ design that serve only to further veil access and awareness of the modern human’s captivation in technological environments. With this slipping away of consciousness arises a poverty in world that finally negates the possibility for conscience through self-knowing. The question of existence, and thus the capacity for strategy, have vanished; and there is no possibility of return to a pre-technological life to find a new entry point into the question of existence.

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The Poverty of Strategy
Organization in the Shadows of Technology
, pp. 276 - 312
Publisher: Cambridge University Press
Print publication year: 2023

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