Strategizing Through Discourse: An Analysis of Energy Industry Associations’ Public Discourses

Abstract

Industry associations represent the interests of member firms operating within an industry. Given their influence in both their industries and external environments, they are important actors for strategy research. Prior research has largely focused on the relationships between industry associations and their members as well as the benefits and dynamics that arise from this link. In this study, we investigate how industry associations represent their respective industries’ interests as cultural actors through production of meaning with the aim of influencing the social and institutional environments of their industries. Based on a discourse analysis of the bodies of texts produced and disseminated by energy industry associations for consumption by relevant stakeholders and the public at large, our findings reveal how the studied industry associations’ discourses establish specific problems at the industry, national, and sometimes global level while concurrently providing solutions to these problems. These findings contribute to our understanding of industry associations’ roles and activities as cultural actors. We conclude the paper with a discussion of our study’s implications.