Power and Prejudice? A Discourse Analytic Approach to Exploring the Language of Flexibility in the Software Development Industry

Document type: Conference Papers
Peer reviewed: Yes
Full text:
Author(s): Ian Robson, Giedre Nordström
Title: Power and Prejudice? A Discourse Analytic Approach to Exploring the Language of Flexibility in the Software Development Industry
Conference name: ANZMAC 2007
Year: 2007
City: Dunedin
Organization: Blekinge Institute of Technology
Department: School of Management (Sektionen för management)
School of Management S- 371 79 Karlskrona
+46 455 38 50 00
http://www.bth.se/mam/
Authors e-mail: giedre.nordstrom@bth.se
Language: English
Abstract: Flexibility has stolen into the marketing lexicon in recent years to engage scholars in
analysis, theorising and philosophising around definitions and models. We propose a
philological approach to analysing the development of flexibility ideology through
explicating meaning from everyday conversations of managers in one of the most dynamic
industries in the modern world, the telecommunications industry. Interviews were conducted
on a conversational basis with six chief executive officers of software development
companies serving the telecommunications industry and located in South East Sweden. The
research shows the application of the discourse analytic in revealing the purpose and
complexity of flexibility repertoire.
Subject: Business Administration\Marketing
Keywords: Flexibility, Discourse, Interpretative Repertoires
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