Narrative in Stractegic Change
Richard Dunford, Deborah Jones
Human Relations · 2000 · Volume 53 · Issue 9
Abstract
Sensegiving constitutes a key process in the management of strategic change. Often this takes the form of narratives that provide a portrayal of events surrounding the change. This article reports the findings of research into the strategic change narratives that emerged in three organizations in which the senior management were seeking to respond to deregulation of the economy in which they were operating. The results illustrate both the existence of such narratives and the variation in form that they can take.
Keywords
deregulation, narrative, sensemaking, strategic change
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