The recontextualization of commercialization: the shifting discourse of an R&D unit

Abstract

Purpose

The purpose of this paper is to consider the impact of the introduction of a commerical discourse within a scientific context (i.e. a research and development (R&D) setting). It explores the reconstitution of professional identities, becoming customer focused and changing time orientations.

Design/methodology/approach

Drawing upon the concept of recontextualization as a discursive framework for analysis, extensive fieldwork was undertaken in a multinational oil company involving informal conversations, formal interviews with R&D staff (n = 41), secondary data analysis and non‐participant observation.

Findings

The major finding is that the commercialization of R&D operations was resented, but not resisted, by established R&D scientists. The reasons for the absence of resistance are discussed.

Originality/value

This work contributes to the understanding of the recontextualization of discourse in professional settings. It also offers insights into the colonizing and commodifying effects of the commercialization discourse.

Citation

Asimakou, T. and Oswick, C. (2010), "The recontextualization of commercialization: the shifting discourse of an R&D unit", International Journal of Sociology and Social Policy, Vol. 30 No. 5/6, pp. 280-291. https://doi.org/10.1108/01443331011054244