Aesthetic Exploration of Organizational Theatrics: a Case of Tata Motors’ Jaguar Land Rover Acquisition

Abstract

This paper aims to critically analyze one of the most impactful events reported from the Indian corporate scenario in recent years, from the premise of its aesthetic underpinnings. Our focus is on the ambitious 2008 all cash cross-border acquisition of Jaguar and Land Rover businesses by Tata Motors Limited from Ford Motor Company, US. This move not only added stature to the already reputed brand but was also instrumental in positioning India in the global automotive arena. Using the Natyasastra, an ancient Sanskrit scripture on Indian dramaturgy, as an aesthetic tool, we attempt to unravel the emotional performance depicted by various stakeholders partaking in the theatrics of the Jaguar Land Rover acquisition event. In the backdrop of theatrical performance, we examine the dialogical exchange between three distinct sets of actors, the firm, media, and equity market, to identify and elucidate the emotions they predominantly depict in the Jaguar Land Rover acquisition. This paper’s over-arching goal is to shift the preoccupation with metrics of organizational performance to focus instead on the emotional performance manifested through organizational activities, using an aesthetic and essentially Indian performative perspective.