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 |
