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While the communications and strategy literatures have suggested that ambiguity embedded in texts such as strategic plans many enable the accommodation of divergent perspectives and contribute to building consensus and commitment, little is known about the consequences of such ambiguity for the consumption of strategy discourse or for the enactment of planned strategy. In a case study of strategic planning in a cultural organization, we identify three forms of ambiguity embedded in the strategy text, and show how these features generate different forms of consumption among organization members. We find that strategic ambiguity initially plays an enabling role as participants engage in enacting their respective interpretations of strategy. However, over time, the mobilizing effects of strategic ambiguity lead to internal contradiction and overextension. The study contributes by exploring empirically the double‐edged nature of strategic ambiguity, and by identifying the underlying mechanisms by which its paradoxical consequences emerge. We show that while ambiguous strategy discourse enables strategic development and change, it may contain the seeds of its own dissolution contributing to cyclical patterns of strategy development and reorientation.

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Purpose-Previous work on paradox and contradiction has argued for management approaches that transcend dilemmas through a kind of creative synthesis. The purpose of this paper is to investigate empirically how change leaders' efforts to transcend contradictions emerge, evolve and contribute to organizational change. Design/methodology/approach-The paper analyses three case studies in different sectors drawing on interviews, documents and observations. Findings-It is found that discourses of transcendence emerge as leaders bring new elements to the debate and supply a rationale that creatively bridges opposite poles of a dilemma. The credibility of the discourse is enhanced when it is embedded in extant institutional ideas, when stakeholders' interests and values appear to be accommodated and when leaders are viewed as legitimate. However, inherent contradictions tend to resurface over time, suggesting that while transcendence offers a powerful stimulus for change, its range and lifetime may be transitory. Three mechanisms associated with the acceptance of transcendent ideas (quasi-resolution of conflict, strategic ambiguity and groupthink) may sow the seeds of their eventual re-evaluation and dissolution. Originality/value-By examining the antecedents and consequences of transcendent discourses over time, the paper provides a nuanced view of their potential and limitations.