Coordinating the company around dynamic purposes
KeywordsThematic Analysis Discourse Analysis Business Unit Reference Framework Corporate Communication
Table 8 highlights the generic code which was assigned to all discourse fragments that cover aspects of the descriptor for Strand 1 – Coordinating the company around dynamic purposes. In addition, the specific research questions for the analysis of Strand 1 are listed. These research questions were adopted from Table 3 in Chapter 4. In order to allow easy orientation throughout the remaining part of this study, a similar table is also inserted in the introduction of Chapters 9 to 11.
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- 27.In the course of this study, culture is not treated as a concept separate from identity. Instead, the Hatch and Schultz (2002) model of culture is assumed which suggests that a company’s culture is always part of the company’s identity. According to this model, company members and other stakeholders always implicate their company’s culture in their identity dynamics.Google Scholar
- 29.It might be criticized that such an approach implicates an artificial quantification in an actually qualitative analysis. Word crunching, however, was not conducted in order to generalize from its results, but to use results as an entry point into deeper analysis. The aim is to get a better overview of the themes a very heterogeneous stream of discourse actually focused on. Word counts have been applied as a legitimate approach to that problem in various traditions of discourse analysis. According to Fairclough (2003, 129), for example, vocabulary is likely to be among the most distinguishing features of discourse. Also Jäger (2001, 2004) pointed to the importance of repetitions in wording as a criterion for defining significance of a discourse.Google Scholar