The Symbolic Management of Strategic Change: Sensegiving Via Framing and Decoupling

Peer C. Fiss, Edward J. Zajac
2006 Academy of Management Journal  
This study develops a symbolic management perspective on strategic change to predict and test the antecedents and consequences of how firms frame strategic change. Using data from a sample of contemporary German corporations, we find support for our predictions that firms (1) use specific framing language that fits better with their divergent stakeholder preferences, (2) use language that decouples espousal and actual implementation of strategic change, and (3) realize positive market responses
more » ... ve market responses to institutionally appropriate frames of change. Both authors contributed equally. The helpful comments of the following are gratefully acknowledged:
doi:10.5465/amj.2006.23478255 fatcat:jmotppw3afgp7erpbocpzfffim