Trope Control: The Costs and Benefits of Metaphor Unreliability in the Description of Empirical Phenomena*

The process of communicating and interpreting the meaning of metaphors in business writing is deeply unreliable. This stems from the structure of metaphors in which some of the characteristics of a source domain are transferred to a target domain. The precise selection of characteristics is made by the reader rather than the author of the metaphor, thus creating uncertainty of meaning. Although there are some benefits stemming from the inherent ambiguity of metaphor, the unreliability of the trope not only makes it impossible to choose between competing metaphors, but may distort our view of reality and thus lead to poor management decision‐making. Moreover, the unreliability of the interpretation process is so pronounced that some authors have attempted to reject the use of metaphor entirely. However, this paper argues that although it is impossible to avoid employing metaphor, contrary to the conventional wisdom in this subject area, it is possible to improve meaning reliability. Drawing on linguistic theory to explain the recommendations, and illustrative examples from business literature and practice, the papers offers several recommendations for so doing that may be applied throughout the Business and Management field.