Abstract
Strategy as discourse is a distinct approach to the analysis of organizational strategy that problematizes the taken‐for‐granted objects of strategic knowledge, that is, environment or market, showing them as constructed through discursive practices rather than as objectively existing entities. It is also seen as a language‐focused extension to strategy‐as‐practice, an interpretivist approach to strategy that focuses on the micro level of activities undertaken by strategists. Strategy as discourse belongs to a wider phenomenon of the linguistic turn in social sciences, understood as the shift away from the conception of language as conduit for information toward the focus on its constitutive role. In parallel to discourse studies more broadly, discourse approach to strategy can be conducted in a range of ways such as: narrative, rhetorical and conversational analysis, or critical discourse analysis. It can take an interpretive, critical, or functional approach and work at micro, meso, or macro levels of analysis.
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