A narrative analysis revealing strategic intent and posture

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.

A qualitative narrative analysis incorporating literary genres and strategic narratives and applying them to strategic schools of thought.

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.

Future research could include additional documents of the companies, both public and private.

This analysis shows that companies can successfully use polyplotted and flexible narrative styles, whereas the old school of strategy suggested a single, unwavering course.

The contribution of this paper is the use of organizational narrative as epistemology within the study of strategic management.