Asset Details
Do you wish to reserve the book?
Discursive strategies and radical technological change: Multilevel discourse analysis of the early computer (1947-1958)
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Discursive strategies and radical technological change: Multilevel discourse analysis of the early computer (1947-1958)
Do you wish to request the book?
Discursive strategies and radical technological change: Multilevel discourse analysis of the early computer (1947-1958)
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Discursive strategies and radical technological change: Multilevel discourse analysis of the early computer (1947-1958)
2016
Overview
This paper uses multilevel discourse analysis to advance strategic management research, focusing on the question of why firms fail in the face of radical technological change. Answering this question requires addressing how customers develop their interpretations and evaluation criteria of the new technology. This interpretive process occurs through discussions with other market participants. Firms can influence customers' interpretations through the use of language and visual images—what we call \"discursive strategies.\" Firms can fail to navigate technological disruptions because their discursive strategies do not communicate effectively with customers. Yet, methodological limitations have restricted the study of discursive strategies. We draw on multilevel discourse analysis and apply this method to explain why IBM outperformed Remington Rand in the early insurance market for computers.
