Abstract
This article examines the “hybrid” discourses of neo-capitalism at play in the emerging economy context of India through the case study of a prominent Indian company, which launched an ambitious organizational project in 2006-2008: the cheapest car in the world. I critically analyze the company’s media releases with attention to the genre, social construction of actors, and macro relations between them. Findings address how the organization was crafted as a social actor, the organization-State relationship, and the organization’s engagement with opposing interests. The results contribute to global business communication studies by problematizing the “neocapitalist firm” in the emerging economy context and focusing on the peculiar socio-politico-economic organizational processes herein.
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