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Lookup NU author(s): Professor John Sillince
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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.
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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