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L’approche esthétique au service de la formulation de la stratégie organisationnelle : l’exemple d’une Université française

Abstract : This article explores the way in which the aesthetic approach contributes to reinventing the formation of strategy by thinking outside the box, responding to recent calls for the introduction of more “sensitivity” in the field of strategic management to counter the domination of rationality and positivism. Faced with the pervasiveness of uncertainty, organizations are looking for innovative approaches to think about change. As such, art-based methods seem particularly relevant. This is why an action-research by artistic intervention is carried out by one of the authors within a multidisciplinary French university which serves as a field of investigation to question the potential contributions of an aesthetic approach in the service of the strategy of a specific category of organizations, in this case universities. For several decades, research has emphasized the atypical nature of universities in terms of their relationship to strategy, while these institutions are now faced with paradoxical injunctions requiring them to reinvent themselves to meet the challenges of global competition. The formulation of the strategy seems to be facilitated by the integration of cognitive, emotional and bodily processes that stimulate creativity and lead to an intuitive and imaginative understanding of the meaning of strategy and its complexity. This understanding provides satisfaction and motivation but also changes in behaviors and values at the individual and organizational levels thanks to the evocative power of metaphor and the stimulating energy of drawing and painting.
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Submitted on : Friday, December 17, 2021 - 2:36:33 PM
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Vera Ivanaj, Sandrine Berger-Douce. L’approche esthétique au service de la formulation de la stratégie organisationnelle : l’exemple d’une Université française. Revue internationale de psychosociologie et de gestion des comportements organisationnels, 2021, XXVII (71), pp.147-184. ⟨10.3917/rips1.071.0147⟩. ⟨emse-03486278⟩



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