Strategy retold: towards a narrative view of strategic discourse

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Ferdi, Toon

Authors: D. Barry, M. Elmers

Publication Year: 1997


Journal: Academy of Management Review

Volume: 22

Issue: 2

Categories: Digital Transformation, Virtual Organizations


Using narrative theory, this article explores strategic management as a form of fiction. After introducing several key narrative concepts, we discuss the challenges strategists have faced in making strategic discourse both credible and novel and consider how strategic narratives may change within the "virtual" organization of the future. We also provide a number of narrativist-oriented research questions and methodological suggestions.


Ferdi, Toon