This study examines how intrapreneurs contribute to the design and implementation of corporate entrepreneurship strategy through a discursive approach. Based on a three-year action-research project conducted in a French medium-sized enterprise, the study reveals an iterative and interactive process that goes beyond the traditional top-down conception of strategy. The findings highlight the critical role of intrapreneurs’ informal involvement in strategy formulation, which progressively becomes formalized. The study identifies four discursive mechanisms and underscores the importance of strategic discourse and intrapreneurs’ legitimacy in producing intentional change, thereby deepening our understanding of the interaction between intrapreneurs and the organization. In doing so, the research contributes to the broader field of intrapreneurship studies by shedding light on the micro-level discursive dynamics that underpin corporate entrepreneurship strategy.