Performativity refers to the ability to "do things with words" (Austin, 1962). Latour (1996) suggested that management sciences are probably the most performative of all sciences as they design their objects. This piece of research asks what do strategy discourses "do" in an organization and how? Looking at the production, dissemination and consumption of a "knowledge strategy" in a multinational company, we explore how the knowledge strategy discourse and texts are interpreted, appropriated, transformed, and sometimes resisted in ways that influence their performative effect.