Abstract
PurposeThe purpose of this paper is to consider the impact of the introduction of a commerical discourse within a scientific context (i.e. a research and development (R&D) setting). It explores the reconstitution of professional identities, becoming customer focused and changing time orientations.Design/methodology/approachDrawing upon the concept of recontextualization as a discursive framework for analysis, extensive fieldwork was undertaken in a multinational oil company involving informal conversations, formal interviews with R&D staff (n = 41), secondary data analysis and non‐participant observation.FindingsThe major finding is that the commercialization of R&D operations was resented, but not resisted, by established R&D scientists. The reasons for the absence of resistance are discussed.Originality/valueThis work contributes to the understanding of the recontextualization of discourse in professional settings. It also offers insights into the colonizing and commodifying effects of the commercialization discourse.
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