Action research describes the process of strategy formation as organizational
practice (Jarzabkowski, 2005; Whittington, 2006), thereby providing empirically
constructive questions for our research problem. Praxeological strategy research, for
example, investigates which actors are involved in which manner in strategic actions.
Who writes texts within a corporation that are of strategic importance? Who reads
these texts? And how are the symbolic artifacts formulated in this manner
disseminated within the organization? These questions are helpful in order to
determine the role of communication management in the formulation of organization
strategies. At the same time it is vital to study from an interpretative perspective the
extent to which “strategic plans” devised in this manner from practical action become
part of, and in turn shape, a corporation’s identity.