El desplazamiento forzado un fenómeno migratorio

Prior to undertaking the full research project, pilot studies were performed to investigate the validity of the case selection (i.e. Nortel) and, in particular, the utility of the data collected prior to proposal defense. Given the theoretical support for the use of public CEO narratives (as outlined previously), the pilot studies focused on the CEO Emails (although other CEO narratives were included). Three aspects of the research were investigated in three different studies: (1) the appropriateness of the CEO Emails as a source of narrative; (2) evidence of strategy narrative in the CEO narratives; and (3), evidence of intertextuality (between different sources of narratives and over time). Each of these three areas were tested separately and explained as follows.

3.11.1 Pilot Study 1: CEO Emails as a Source of Narrative

To test the utility of these emails, the research idea was presented to a group of six researchers during HEC Montréal’s Strategic Discourse Days, held October 31, 2011, and November 1, 2011, one of them being Dr. Loizos Heracleous, from Warwick

University, who does research in strategy discourse. An outline of the research project was provided to the group in advance (see Appendix D), and included three sample CEO Emails issued by Mike Zafirovski (February 6, 2006; June 16, 2008; and, September 17, 2008). During the workshop, the researchers read the three emails and then provided their initial impressions, as follows.

One researcher noted that each text contained a wealth of data that could be studied from a number of different perspectives, suggesting that emails provided the opportunity for in-depth theorizing. A second researcher noted how the texts moved over

time from a polyphonic tone to a monological tone, citing how the CEO initially used pronouns such as “we” and “us” but changed over time to using references such as “me and my leadership team” and “you” or “the employees.” A third researcher focused on analytical methods, suggesting that, due to the length of the texts, it might be worth studying just the introductions and conclusions of the texts over time as a first step, to see how the narrative elements changed from the beginning of the CEO’s tenure to the end (this suggestion was followed). All researchers agreed that the scientific software, ATLAS.ti, was an appropriate software program for this type of study.

3.11.2 Pilot Study 2: Evidence of Strategy Narrative in the CEO Emails

To determine if the CEO Emails contained strategy narratives and/or reflected corporate and external events, a small event database was created for the period from November 2005 to June 2006. Using corporate SEC documents, media articles, stock price, and financials, main events were extracted and recorded in a time series. These main events included changes in stock price, material reports (e.g. financials, executive changes), and industry events. Thirteen CEO Emails (from the same period) were then inserted, by date published, into the event database. Each email was then analyzed for evidence of the events that took place around the same period. Findings indicated that the CEO Emails contained not only strategy narrative but also reference to both corporate events (past, present, and future) and external events (industry and market). Notably, it became apparent that external events were appropriated by the CEO when they supported the strategy narrative but ignored or debated when they conflicted with the narrative.

Findings also suggested that the emails both represented managerial discretion and

reduced managerial options, indicating a potential relationship with organizational path dependence.

3.11.3 Pilot Study 3: Evidence of Intertextuality in the CEO Emails

Kuhn (2008) argues that texts are constructed within context and through other texts, and that texts are not only present in other texts, but also recontextualized through social processes and change over time. Intertextuality suggests that texts not only reflect organizational becoming but also can directly participate in path dependence. This test looked for evidence within the CEO Emails for intertextuality.

Findings indicated that certain elements of text were common across a number of types of text, and that some elements were unique to each. For example, when the corporation had a material change, the document filed with the SEC (8-K) was precise about the details of the change, and provided limited reference to future strategy. The press release related to the material change included only a portion of what was included in the official SEC filing, and excluded the financial data, significantly changing the context of the message. The related CEO Email was even more limited on the details of the material change yet provided a lengthy narrative on strategic imperatives. The underlying facts of each text were the same but the narratives differed significantly in tone and content.

In addition to comparing and contrasting types of text at a given point in time, texts were also compared over time, that is, a group of different types of text, published at the start of Zafirovski’s tenure (early 2006) were compared to the same grouping of texts published towards the end of his tenure (mid 2009). Notably, the variance in text between

types at the start of his tenure was greater than at the end. More specifically, the narrative in the CEO Emails more closely resembled messages to other stakeholders in both

content and form, suggesting that the variance shifted over time due to significant events.

This analysis suggested that the firm was moving through the path dependence process and that it reached a point of lock-in where the room to manoeuvre, even within

narratives, had become limited.

3.11.4 Pilot Study Conclusions

The pilot studies indicated that the initial research questions, along with the data itself, represented a viable research program. The studies also increased confidence in the data generally, as certain findings confirmed previous research in the area of shareholder letters and internal strategy discourse: Fiol (1995) found that managers internal

communication was often similar to their external communication especially in terms of non-evaluative statements; D’Aveni and MacMillan (1990) found that Letters to

Shareholders of failing firms deny crisis while focusing on short-term goals; and, Abrahamson and Park (1994) found that corporate officers may, at times, conceal negative organizational outcomes from shareholders.

Based on the findings of the pilot study, the research was undertaken, with two significant changes. First, the period of study was broadened from the tenure of one CEO to that of four CEOs. The pilot study suggested that the intertextuality that existed within one CEO’s tenure might also exist between CEOs. Therefore, additional data was

pursued. The study period was extended to cover the period of April 2002 to March 2010.

Second, the number of CEO narrative types was broadened. Originally, the data set did not include analyst calls. However, with the Fair Disclosure Rule (SEC, 2000), all analyst transcripts from April 2002 were found, providing an additional CEO narrative type for the study.