Rhetoric in management and in management research

Abstract

Purpose -The purpose of this paper is to present a critical view of rhetoric, science, scientific research, and management that discloses the role of rhetoric in these fields and that offers a conceptual framework for this special issue of the Journal of Organizational Change Management. Design/methodology/approach -The approach taken is a critical and historical analysis. Findings -The following main topics are uncovered: first, even if we think on scientific theories in terms of the classical concept of proven knowledge by empirical evidence and logical deduction, they are constituted by propositions accepted by reasonable rhetorical arguments, which depend on the paradigm of each scientific community. Second, even if we consider that scientific research is a strictly rational activity that follows precise methods, it continuously involves rhetorical reflections, judgements, arguments and debates. Third, even if management sciences usually conceptualize management as activities led by rational arguments and decisions, management constantly involves rhetorical conversations, in which managers use language for achieving their aims. Originality/value -Beyond the scope of many research papers and books that emphasize the role of rhetoric in science and in management, the paper offers a systematic approach on the foundations of the functions of rhetoric in science and in management.

Entering a Dialogue: Positioning Case Study Findings towards Theory

“…As such, scholars especially highlight the role of theory as part of the design phase and focus on the appropriateness of a theory at the outset of theory building research (Eisenhardt, 1989;Gioia and Pitre, 1990). This work addresses the rhetorical practices that are invoked to support the opportunities for a theoretical contribution (Bonet and Sauquet, 2010;Golden-Biddle, Locke and Reay, 2006;Locke and Golden-Biddle, 1997). Our study departs from this body of literature, however, in that we focus on the dialogue case study researchers can engage in to elaborate upon their theoretical claims.…”

“…Rather than offering a mere narrative that suggests a contribution, case researchers need to position their findings vis-à-vis existing works to signify a distinctive contribution to the field (Corley and Gioia, 2011;Sutton and Staw, 1995). While there is a broader discussion on the rhetorical devices used to demonstrate a contribution (Bonet and Sauquet, 2010;Davis, 1971; Golden-Biddle, Locke and Reay, 2006;Locke and Golden-Biddle, 1997), little guidance can be found for how to position findings toward theory to construct a contribution. Accordingly, in this paper we focus on comparing case study evidence with existing theory, thereby significantly challenging existing theory or initiating new theory.…”

“…Here, the researcher aims to sig-nificantly advance the understanding of a theory, model or concept by challenging existing theory or initiating new theory (Bartunek, Rynes and Ireland, 2006;Corley and Gioia, 2011;Kilduff, 2007;Rindova, 2008;Suddaby, Hardy and Huy, 2011). Within the methodology literature, there is a growing debate on how authors construct and justify the theoretical claims in their written work (Bonet and Sauquet, 2010;Davis, 1971; Golden-Biddle, Locke and Reay, 2006;Locke and Golden-Biddle, 1997;Ridder, Hoon and McCandless, 2009). Locke and Golden-Biddle (1997), for example, advance this discussion by investigating how opportunities for contribution are constructed from unearthing the deficiencies and incompleteness of the theory underlying prior research, thereby enabling researchers to textually invoke contribution in different ways.…”

Beyond statistics: a new rhetoric for investment theory

“…Moreover, nowadays the rhetoric of economics appears to be less lively debated than the rhetoric of management. A further comparison of the rhetoric of investment theory with the rhetoric of management would be outside the scope of the paper: the interested reader is referred to a general review of the rhetoric of management to Bonet and Sauquet (2010) and Flory and Iglesias (2010). An example of the rhetoric of a specific area, brand management, is treated by Iglesias and Bonet (2012).…”

Part‐time Work as Practising Resistance: The Power of Counter‐arguments

“…Focusing more closely on the micro‐practices of resistance, rhetoric as a specific theory of communication draws attention to issues of persuasion, meaning and argument (Bonet and Sauquet, ). It focuses on the strategies of argumentation that construct certain versions of reality as legitimate, at the same time undermining other versions (Phillips and Hardy, ).…”