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Strategic Ambiguity As A Discourse Practice: The Role Of Keywords In The Discourse On ‘Sustainable’ Biotechnology, S. R. Leitch, S. Davenport
Strategic Ambiguity As A Discourse Practice: The Role Of Keywords In The Discourse On ‘Sustainable’ Biotechnology, S. R. Leitch, S. Davenport
Faculty of Commerce - Papers (Archive)
In this article we examined the ways in which strategic ambiguity (Eisenberg, 1984) in the use of keywords (Williams, 1976/1983) served an enabling function within a discourse marked by conflict and ideological divisions. Our analysis focused on the intertextual relationships between five documents intended by the Government to guide the development of biotechnology in New Zealand. Through our analysis we identified ‘sustainability’ as a keyword and three major roles for the deployment of the discourse strategy of strategic ambiguity in the use of this keyword. First, strategic ambiguity lent an internal and intertextual coherence to the texts (albeit superficial). Second, …
Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport
Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport
Faculty of Commerce - Papers (Archive)
In this paper we introduce the concept of “social brands” and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products and services. However, from a discourse perspective, issues may also be understood to function as what we term “social brands” that may be incorporated in a co-branding strategy. We deploy Leitch and Richardson’s (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social brands. We draw on …