Our proposition invites critical scholars to reconsider the performative potential of the organizational culture concept particularly for alternatives organizations. We call for a critical and yet renewed conception of culture that would trigger promising theoretical and empirical developments in the cultural “deserted” field of study. After having recognized a general, contextualized and somewhat legitimate anti-performative stance of what we call Critical Researches on Organizational Culture (CROC), we rely on recent pleas for critical performativity to suggest tactics and research inquiries in favor of a more performative approach. More precisely, we propose that performative CROC would 1) principally concentrate on alternatives, 2) seek comprehensive frameworks for observing and analyzing cultural tensions in such organizations and 3) overcome the against culture stance that usually emanate from CROC literature in allowing and encouraging local and progressive forms of cultural management. Such tactics, we believe, might contribute practically and empirically to the following: reconsider the contribution and limits of critical research on organizational culture (CROC) in organizational theory; apply the idea of critical performativity to organizational culture researches, develop cultural researches on alternatives and imagine alternative and pragmatic ways for studying and managing cultural matters on such organizations.
