Qualitative Research in Organizations and Management: An International Journal

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.