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A narrative analysis revealing strategic intent and posture

2008; Emerald Publishing Limited; Volume: 3; Issue: 2 Linguagem: Inglês

10.1108/17465640810900540

1746-5656

Nancy E. Landrum,

Public Relations and Crisis Communication

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.