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Bakhtin to the future

Bakhtin to the future <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to look into changing future landscapes of business interaction, relationships and networks using the lens of the work of Mikhail Bakhtin and his key notions of polyphony, heteroglossia and dialogism.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>This is a conceptual paper exploring the complex dualities of Bakhtin’s approach involving eternally competing, paradoxical forces of unity and fragmentation; continuity and change; and coherence and incongruity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Bakhtin’s approach suggests that all phenomena at all levels involve a complex struggle between organizational unity and dis-organizational fragmentation. Bakhtin provides theoretical support for David Boje’s notion of “antenarratives” as key in the making of socially constructed futures. Antenarratives are bridging “tropes” between unifying narratives and fragmented stories.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>Antenarratives need to be a focal interest in researching Bakhtinian dualities because they are a catalyst and chiasmus traveling between and inter-animating relations between narratives and stories.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>The Bakhtinian schema suggests that practitioners need to maintain a reliance upon “phronesis” or practical wisdom and dexterity that allows them to adapt and improvise in fast-changing and multiple situations and contexts. To enable them to do this, such practical capabilities need the combined cultivation of appropriate embodied skills, capabilities in communicative and symbolic persuasion, as well as analytical reasoning.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Bakhtin’s concepts provide a unique and operationalizable approach to encompassing duality, which addresses the increasing need in business marketing to understand and adapt within increasingly complex and changing landscapes of business interaction, relationships and networks.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing CrossRef

Bakhtin to the future

Journal of Business & Industrial Marketing , Volume ahead-of-print (ahead-of-print) – Apr 17, 2020

Bakhtin to the future


Abstract

<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>This paper aims to look into changing future landscapes of business interaction, relationships and networks using the lens of the work of Mikhail Bakhtin and his key notions of polyphony, heteroglossia and dialogism.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>This is a conceptual paper exploring the complex dualities of Bakhtin’s approach involving eternally competing, paradoxical forces of unity and fragmentation; continuity and change; and coherence and incongruity.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>Bakhtin’s approach suggests that all phenomena at all levels involve a complex struggle between organizational unity and dis-organizational fragmentation. Bakhtin provides theoretical support for David Boje’s notion of “antenarratives” as key in the making of socially constructed futures. Antenarratives are bridging “tropes” between unifying narratives and fragmented stories.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Research limitations/implications</jats:title>
<jats:p>Antenarratives need to be a focal interest in researching Bakhtinian dualities because they are a catalyst and chiasmus traveling between and inter-animating relations between narratives and stories.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>The Bakhtinian schema suggests that practitioners need to maintain a reliance upon “phronesis” or practical wisdom and dexterity that allows them to adapt and improvise in fast-changing and multiple situations and contexts. To enable them to do this, such practical capabilities need the combined cultivation of appropriate embodied skills, capabilities in communicative and symbolic persuasion, as well as analytical reasoning.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>Bakhtin’s concepts provide a unique and operationalizable approach to encompassing duality, which addresses the increasing need in business marketing to understand and adapt within increasingly complex and changing landscapes of business interaction, relationships and networks.</jats:p>
</jats:sec>

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Publisher
CrossRef
ISSN
0885-8624
DOI
10.1108/jbim-10-2019-0459
Publisher site
See Article on Publisher Site

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This paper aims to look into changing future landscapes of business interaction, relationships and networks using the lens of the work of Mikhail Bakhtin and his key notions of polyphony, heteroglossia and dialogism.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>This is a conceptual paper exploring the complex dualities of Bakhtin’s approach involving eternally competing, paradoxical forces of unity and fragmentation; continuity and change; and coherence and incongruity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Bakhtin’s approach suggests that all phenomena at all levels involve a complex struggle between organizational unity and dis-organizational fragmentation. Bakhtin provides theoretical support for David Boje’s notion of “antenarratives” as key in the making of socially constructed futures. Antenarratives are bridging “tropes” between unifying narratives and fragmented stories.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>Antenarratives need to be a focal interest in researching Bakhtinian dualities because they are a catalyst and chiasmus traveling between and inter-animating relations between narratives and stories.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>The Bakhtinian schema suggests that practitioners need to maintain a reliance upon “phronesis” or practical wisdom and dexterity that allows them to adapt and improvise in fast-changing and multiple situations and contexts. To enable them to do this, such practical capabilities need the combined cultivation of appropriate embodied skills, capabilities in communicative and symbolic persuasion, as well as analytical reasoning.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Bakhtin’s concepts provide a unique and operationalizable approach to encompassing duality, which addresses the increasing need in business marketing to understand and adapt within increasingly complex and changing landscapes of business interaction, relationships and networks.</jats:p> </jats:sec>

Journal

Journal of Business & Industrial MarketingCrossRef

Published: Apr 17, 2020

References