Javascript verkar inte påslaget? - Vissa delar av Lunds universitets webbplats fungerar inte optimalt utan javascript, kontrollera din webbläsares inställningar.
Du är här

The reluctant rhetorician: senior managers as rhetoricians in a strategic change context

  • Tomas Nilsson
Publiceringsår: 2010
Språk: Engelska
Sidor: 137-144
Publikation/Tidskrift/Serie: Journal of Organizational Change Management
Volym: 23
Nummer: 2
Dokumenttyp: Artikel i tidskrift
Förlag: Emerald Group Publishing Limited


This paper explores strategic change communication, framed by the idea that managers can be viewed as rhetoricians. The purpose of this paper is to present and discuss senior managers’ subjective experiences of rhetorical aspects of change management.

The paper draws on a case study from ABB Sweden (a power

and automation technology company). In-depth interviews with senior managers, with vast experience of change management, constitute the empirical source.

The most important finding is the managers’ overall reluctance towards rhetoric. According to the managers in this study, a rhetorician is an over-enthusiastic person who “waves his arms when speaking”. To master the art of rhetoric is not believed to be of particular importance when managing strategic change.

This paper contributes to change management communication insofar as it

gives voice to the individual manager. This voice indicates; in a time when rhetoric, storytelling, and charismatic leadership are making ground; that the understanding of rhetoric is much more limited than the general impression might suggest.


  • Social Sciences Interdisciplinary
  • Sweden
  • Organizational change
  • Communication
  • Senior managers
  • Rhetoric


  • ISSN: 0953-4814

Box 117, 221 00 LUND
Telefon 046-222 00 00 (växel)
Telefax 046-222 47 20
lu [at] lu [dot] se

Fakturaadress: Box 188, 221 00 LUND
Organisationsnummer: 202100-3211
Om webbplatsen