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Investigates the three‐year trainer and team development initiative at Coral, the bookmaker, intended to support the company′s launch of a new brand and image. Concludes that training of people is fundamental to efficiency and progress, with responsibility for this being with both the line manager and the members of staff. Gives a list of the corporate benefits.

This paper aims to examine the contribution that discourse analysis can make to understanding organizational change.

It identifies five key contributions. Discourse analytic approaches: reveal the important role of discourse in the social construction of organizational change; demonstrate how the meaning attached to organizational change initiatives comes about as a result of a discursive process of negotiation among key actors; show that the discourses of change should be regarded as intertextual; provide a valuable multi‐disciplinary perspective on change; and exhibit a capacity, to generate fresh insights into a wide variety of organizational change related issues.

To illustrate these contributions the paper examines the five empirical studies included in this special issue. It discusses the potential for future discursive studies of organizational change phenomena and the implications of this for the field of organizational change more generally.

Provides an introduction to the special issue on discourse and organizational change.