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What Do Corporations Want?
Communicative Capitalism, Corporate Purpose, and a New Theory of the Firm
Author:
‘Purpose’ has become a battleground for contemporary corporations. Indeed, a common refrain among scholars and practitioners alike is that the key problem facing the firm is the development and pursuit of a purpose – a singular purpose – compelling to its multiple audiences. Yet the forces of late capitalism push firms toward forms of wanting that oversimplify purpose and interfere with what those firms need to become to meet their multiple aims. This book argues that understanding corporations’ pursuit of purpose requires that we see them not as stable entities, but as complex communication practices continually bound up in struggles over meaning and action. Corporations’ wanting is, therefore, an ongoing site of contestation. Drawing on a unique combination of Communicative Constitution of Organization (CCO) and Deleuzian new materialist thinking, the book articulates a Communicative Theory of the Firm, a distinctive explanatory account that departs sharply from economics and strategic management approaches. The Communicative Theory of the Firm articulates a novel stance on how corporate purposes result from ‘authoritative texts’ that encode the promises of value and claims to property that are central to firms’ existence and operations. Through three detailed empirical case studies that take up communicative practices of boundarying, branding, and binding, the book shows how the authoritative text, as analytical device, provides insight into how firms’ efforts to order themselves via a unitary purpose paradoxically disorders both their practices and future possibilities. Ironically, however, this disorder can foster new forms of imagination for both firms and analysts’ engagement with them.