Exploring the performance of strategy in two-way interactions: An analysis of annual general meetings from a practice perspective.

Despite an increasing body of research focusing on two-way interactions in strategy events, more empirical insights are needed to fully understand the performative aspects of such interactions. Based on a video- ethnography drawing on recorded data of Annual General Meetings (AGMs) from seven companies across different industry contexts, we explore how these interactions are strategically performed through particular sets of discursive practices. As an answer to the study’s driving research question “How do top managers manage two-way interactions with the audience of an AGM?” we provide details on how an emergent model based on two types of interactions was developed from observed themes and aggregate dimensions. Using that emergent model, we build the argument that the performance of top managers in AGMs during two-way interactions follow certain distinct patterns, and these patterns are determined by how the audience members initiate the interactions.