L'inscription sociale des discours et des représentations stratégiques dans l'industrie de l'environnement

Abstract : The aim of this research is to build a conceptual and methodological framework for studying strategic representations and discourses and apply it to the Environment industry. The thirst part is based on a critique of cognitive approaches in strategic management. It shows that these approaches do take into account the role of social interactions in generating cognition, however, they fail short in studying the social embeddedness of strategic representations due to methodological weaknesses. A new conceptual and methodological framework, based on the concept of "social representations" and driven from social psychology, is then suggested. The second part puts forward a three-step protocol for studying the social embeddeness of strategic representations. It pro vides techniques to identify the social determining (anchoring) of discourse and to generate data through conversational interactions. An interpretative grid is built when implementing the three-step protocol in the Environment industry. This grid is used to ease the interpretation of strategic discourses and the identification of strategic representations. Three types of anchoring are studied. First, the ideological anchoring deals with the way to resolve the opposition between ecological an economical views ; second, the practical anchoring deals with the production and maintenance of the different types of organisational rules of control Third, the social and historical anchoring refers to the construction of the Environment as a category. Four interpretative repertoires are identified depending on the type of customer (industry Ys. local communities) and on the type of supply (market ys. Legal constraint). This way of doing research is based on viewing social life as the struggle for the legitimate public interpretation. It enables to study strategies through strategic discourses and the representations they are producing and reproducing.
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Eléonore Mounoud. L'inscription sociale des discours et des représentations stratégiques dans l'industrie de l'environnement. Gestion et management. HEC PARIS, 1997. Français. ⟨NNT : 1997EHEC0045⟩. ⟨pastel-00994816⟩

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