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Article Information:
Title:
A narrative analysis revealing strategic intent and posture
Author(s):
Nancy E. Landrum
Journal:
Qualitative Research in Organizations and Management: An International Journal
Year:
2008
Volume:
Issue:
Page:
127 - 145
ISSN:
1746-5648
DOI:
10.1108/17465640810900540
Publisher:
Emerald Group Publishing Limited
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Abstract:
Purpose – This paper examines the letters to shareholders of Nike, Inc. and Reebok over the period 1990-1999. Using narrative analysis, the purpose of this paper is to show how strategic intent of these two companies is revealed through their letters to shareholders.
Design/methodology/approach – A qualitative narrative analysis incorporating literary genres and strategic narratives and applying them to strategic schools of thought.
Findings – Nike uses many narrative styles, suggesting they view events in a variety of ways in their sensemaking. Reebok, on the other hand, used a limited number of narrative styles, suggesting a limited view or interpretation of events.
Research limitations/implications – Future research could include additional documents of the companies, both public and private.
Practical implications – This analysis shows that companies can successfully use polyplotted and flexible narrative styles, whereas the old school of strategy suggested a single, unwavering course.
Originality/value – The contribution of this paper is the use of organizational narrative as epistemology within the study of strategic management.
Keywords:
Annual reports, Corporate communications, Corporate strategy, Epistemology, Literary forms, Narratives
Article Type:
Research paper