Crafting strategy: The role of embodied metaphors
Journal
Long Range Planning
ISSN
0024-6301
ISSN-Digital
1873-1872
Type
journal article
Date Issued
2008-06-30
Author(s)
Abstract
This article presents an approach to strategizing through a process of crafting embodied metaphors - physical constructions that can be touched, moved, examined from various angles and serve as engaging occasions for sense making. In this context strategy is viewed as a crafting practice, where actors construct their perceptions of strategic issues, metaphorically as well as literally, both through and into embodied metaphors within facilitated workshops. We analyse an episode of a strategy team constructing an embodied metaphor of their ideal strategizing process, and suggest that embodied metaphors are an effective means of intervention that can help managers to debate specific strategic challenges in a generative fashion. We show how the process of constructing and interpreting of embodied metaphors can provide access to a deeper understanding of organizational, divisional or task identities, and address other important benefits of the process, such as the potential for shifts in the mindsets of strategists and the ability to engage actors not ordinarily involved in strategizing. Finally we offer some suggestions on how to foster a productive strategizing process of crafting embodied metaphors.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Elsevier
Publisher place
Oxford
Volume
41
Number
3
Start page
309
End page
325
Pages
17
Subject(s)
Division(s)
Eprints ID
37650