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Rhetorical strategies in Indian commercial microfinance

Sushanta Kumar Sarma (Department of Organizational Behaviour and Human Resources, T.A. Pai Management Institute, Manipal, India)

International Journal of Sociology and Social Policy

ISSN: 0144-333X

Article publication date: 12 September 2017

340

Abstract

Purpose

This paper examines the rhetorical strategies of two Indian microfinance organizations as they transformed from non-profit to commercial format. They shifted forms at a time (year 2010), when commercialization had been criticized severely. The purpose of this paper is to understand “How does a microfinance organization justify its action of transformation to retain legitimacy?”

Design/methodology/approach

The paper adopts a qualitative case study method to understand the phenomena. Interview, archival documents, and field observations are the major source of data for the study. Data analysis is carried out through coding method.

Findings

Drawing from Suddaby and Greenwood’s (2005) work on rhetorical strategies, the paper suggests that these organizations have used two types of rhetorical strategies – cosmological and teleological. These strategies operate in a performative role and link deviant practices with routines. It focuses on institutional maintenance rather than change.

Research limitations/implications

The paper acknowledges two important limitations. First, the rhetorical focus may be influenced by the history of organization. So depending on organization selected, the focus may vary. Second, the paper is constricted by the low-documentation practices prevailing in many civil society organizations.

Originality/value

The paper contributes to the literature on hybrid organization by unpacking the process of sense making in a hybrid form. The paper also reinforces the argument that language operates in a performative role. The paper provides a new context (India) to understand the process of rhetorical strategies.

Keywords

Citation

Sarma, S.K. (2017), "Rhetorical strategies in Indian commercial microfinance", International Journal of Sociology and Social Policy, Vol. 37 No. 9/10, pp. 572-590. https://doi.org/10.1108/IJSSP-05-2016-0057

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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