Metaphors We Strategize By

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Metaphors We Strategize By

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dc.contributor.author Strand, Robert
dc.date.accessioned 2014-02-14T08:17:54Z
dc.date.available 2014-02-14T08:17:54Z
dc.date.issued 2014-02-14
dc.identifier.isbn 9788792114266
dc.identifier.uri http://hdl.handle.net/10398/8880
dc.description.abstract The metaphors of strategic management are predominantly rooted in competition in support of the objective to achieve a “competitive advantage.” Drawn from military, sport, and (oftentimes incomplete) interpretations of evolutionary biology, these metaphors imply that business is a zero-sum competitive game. Metaphors are not “just” words but, rather, they impact thoughts and actions. Hence the use of competitive metaphors encourages competitive behavior in business. We argue that this misdirects the purpose of business from being about value creation and, moreover, that value creation is most effectively achieved by approaching business as a fundamentally cooperative endeavor. Furthermore, these “survival of the fittest” sorts of metaphors inhibit considerations toward ethics, humanism, and sustainability. We call for a shift toward metaphors rooted in cooperation and as a means to do so we also call for a shift in focus from achieving “competitive advantage” toward achieving “cooperative advantage” as the objective of strategic management. We conclude by laying out some promising research avenues for further considerations. en_US
dc.format.extent 24 en_US
dc.language eng en_US
dc.relation.ispartofseries CBS Working Paper Series;1 / 2014
dc.subject.other Metaphors en_US
dc.subject.other Strategic management en_US
dc.subject.other Cooperation en_US
dc.title Metaphors We Strategize By en_US
dc.type wp en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department CBS Center for Corporate Social Responsibility en_US
dc.contributor.departmentshort CBSCSR en_US
dc.contributor.departmentuk CBS Center for Corporate Social Responsibility en_US
dc.contributor.departmentukshort CBSCSR en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2014 en_US


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