War Metaphors in Business: Triggering Negative Reactions From Analysts

Corporate executives often use war metaphors like “declaring war on the competition” to project strength and confidence in their strategies. Research reveals that these aggressive metaphors may provoke negative reactions from a critical audience: financial analysts. After analyzing nearly 1,000 acquisition announcements, the authors find that war-related language tends to trigger negative reactions from analysts, who see it as a sign of excessive risk.

In 2006, then-CEO of the McClatchy Company, Gary Pruitt,, “The stakes have never been higher … and we dare not go into battle with anything less than the best.” In a 2015 conference call with analysts, executives at Infinera Corporation were “armed with an end-to-end offering.” In a 2013 call, Veeco Instruments described the mobile market as a “battleground,” and in 2009 First Solar described their acquisition move as an “offensive” aimed at overtaking competitors.

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