Knowledge rhetoric in the “Big Four” consulting firms – the quest for legitimacy, and the peculiar case of similarity
The purpose of this study is to conceptualize the practice of knowledge rhetoric in knowledge-intensive firms (KIFs). The methodology applied to this qualitative study is based on the principles of a social constructivist paradigm. Document analysis in turn, with a multi-leveled Key Words In Context (KWIC) technique, was applied in analyzing the source material. The source material consists of the
