Fuzziness in Action: What Consequences Has the Linguistic Ambiguity of the Core Competence Concept for Organizational Usage?

Linguistic ambiguity is one of the most prominent characteristics of management fashions. Using the example of one of the most popular management concepts in the 1990s, the core competence approach, we analyse the consequences of linguistic ambiguity on the level of organizational usage. We pursue an in‐depth case study of a German corporation which can be seen as a ‘heavy adopter’ of the core competence concept. A central implication of our study is that the term ‘ambiguity’ itself has several meanings depending on the level of analysis. On a general level the managers interpreted the core competence concept relatively homogeneously. They simplified and generalized it to an organizational principle and perceived it as guiding action. At the same time, each manager defined his or her own set of core competences. Thus, underneath a seeming consensus, a large variety of practices may hide. This novel kind of ‘contextual ambiguity’ does not originate from the linguistic ambiguity of the management fashion but from the plurality of local contexts in which the concept is interpreted. The managers' pragmatic attitude to the core competence ‘principle’ contributed to the high contextual ambiguity and the – compared to the media discourse – high longevity of the fashion within the case company. Our findings urge management fashion scholars to pay more attention to the distributed and polyphonic character of organizations and the organizational nature of the ‘consumption’ of ambiguous management knowledge.