Publication Details

Zelle, G. (2009). Exploring the application of positioning theory to the analysis of organisational change. Australian and New Zealand Academy of Management Conference. Adelaide, Australia: Australian and New Zealand Academy of Management.


The present paper proposes the application of Positioning Theory as an analytical tool in organisational change research. Positioning Theory can contribute to an enhanced understanding of organisational change. It is a discursive approach to change. Its dynamic nature can capture a detailed picture of change and provide better understanding due to attention to contexts. It allows consideration of multiple levels of social analysis - people, institutions and society. Positioning Theory in this sense has a dual relevance for research in organisational change, as a theoretical framework and a method of social analysis. Throughout the paper I develop a rationale for this proposition. The theoretical assumptions are underpinned with some examples from a preliminary data analysis.

Link to publisher version (URL)

Australian and New Zealand Academy of Management