Much of the existing scholarly work on strategy implementation focuses on factors that either catalyze or obstruct the infusion of strategy into the organization. While this renders valuable knowledge about factors enabling or frustrating implementation, the actual process of strategy implementation is treated as a black box and as a step in the strategy model which is not further explained. To understand this process, this conceptual paper draws from performativity literature in which a strategy is conceptualized as a performative device. This means that a strategy triggers practices which reshape the organization so that the strategy is actualized in the organization. Specifically, we explain the idea of routinization as an instrument for enacting strategy into the organization by means of organizational routines. An illustrative empirical vignette is used to exemplify our conceptual point. Our study contributes to strategy implementation literature by introducing an alternative though complementary lens for studying strategy implementation and offers inspiration for strategy practitioners who aim to develop new implementation strategies.

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Storytelling is regarded as an important practice within planning processes. demonstrate that there are multiple competing stories about the meaning of any specific plan. This paper contributes to this debate by considering stories as building blocks for a collective action frame in the form of a mutual story. Political executives engage in a framing contest in order to influence such a mutual story. Our case study is based on interpretative analysis of contrasting narratives ands shows how political executives negotiate the meaning of a plan in such a way that the chances of its implementation through funding are optimized.

Within the literature of governance and policy making in the context of planning, the notion of performativity is specifically conceptualized as the self-fulfilling property of performances – such as story-telling – that shape public reality. One specific stream of performativity researchers – dominant in the realm of organization studies – focuses on the enactment of academic theory into reality. We contribute to this idea of bringing theory into being by conceptualizing purposive performative agents who strive to enact a specific theory in reality. Our paper demonstrates through which mechanisms the theory of New Public Management has shaped the reality of public governance at the will of one powerful performative agent. Using a perspective based on performative struggle, our interpretative case study – focused on a large policy process – exhibits how New Public Management doctrine gains influence at the expense of other public management theories. In conclusion, we claim that our findings offer a potential perspective for understanding through which dynamics certain agents aim to shape the public realm in alignment with their preferred theoretical propositions.