The Creativity of International Business Discourse

  • Annette Cerne


This chapter challenges a view of language as rhetorical strategy, different from social practices. Instead, it describes language as a central business practice, enabling creative possibilities in business contexts such as global markets. The chapter further suggests a view of language as merely “informing” market actors, rather requiring co-creation and interaction for meanings to occur. It then goes on to offer the reader a view of how language and communication have been used to create a certain moral order for market interaction, suggesting accounts as a specifically useful resource in international business, proposing a discursive repertoire as a resource for the moralisation of global markets. The chapter ends with the suggestion of a critical view on the outcomes of this discursive practice.


Rhetoric Discourse analysis Performativity Discursive repertoire Accounts 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Annette Cerne
    • 1
  1. 1.Lund UniversityLundSweden

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