Strategy retold: towards a narrative view of strategic discourse
Publication Year: 1997
Journal: Academy of Management Review
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.