Writing new scripts: redefining managerial agency in Cuba

Transitional societies are faced with particularly challenging and pressing problems. These usually involve the passage from a centralised, socialist-based society, to a decentralised, market-based economy. This paper addresses a somewhat different case: that of Cuba. According to the official discourse, the island is not in a state of transition. On the contrary, it is assumed that the conquests of the revolution are there to stay. Nonetheless, significant changes are taking place. The market logic is being adopted in a growing number of cases, ranging from empresas mixtas to the weak signals of entrepreneurial activity. Drawing on a series of eight focus groups with a total of 106 Cuban executives and management scholars, this paper addresses the uniqueness of the Cuban case on the basis of the theory of structuration. The paper reports how the need to keep the faith is being added with the adoption of Western management practices, and how the interplay between planned and emergent change is sculpting transition through the redefinition of managerial scripts.