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A contingency theory of rhetorical congruence

Lookup NU author(s): Professor John Sillince

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Abstract

I argue that attempts to adapt structure to contingencies will be unsuccessful unless there is also rhetorical congruence, which has two parts. First, rhetorical congruence exists if rhetoric is appropriate to contingencies. For example, decentralization aimed at increasing local initiative will lead to more requests by headquarters for advice from subsidiaries. Second, it exists if the various rhetorical processes are in balance with one another. For example, as the environment becomes more uncertain and as more differentiation rhetoric is used in response, further integration rhetoric will be prompted to reestablish balance.


Publication metadata

Author(s): Sillince JAA

Publication type: Article

Publication status: Published

Journal: Academy of Management Review

Year: 2005

Volume: 30

Issue: 3

Pages: 608-621

ISSN (print): 0363-7425

ISSN (electronic): 1930-3807

Publisher: Academy of Management

URL: http://dx.doi.org/10.5465/AMR.2005.17293722

DOI: 10.5465/AMR.2005.17293722


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