ABSTRACT
Contemporary organizations operate in environments that require and expect strategic action in almost every sense. Recruitment, finance, product development, organizing, as well as communication, are expected to be strategic in the sense of being governed by rationality. Being strategic is not only commonly seen as crucial for an organization’s ability to act autonomously in relation to its own objectives and expectations, but also as important for signaling security, sustainability, predictability and control to organizational constituents. The notion of strategy is thus strong in major theories about managerial practices as in strategic communication.
