Exploring the Utility of a Narrative Approach to Strategic Renewal in the Context of Mature Multinational Corporations

Lead Research Organisation: Lancaster University
Department Name: Management Science


The purpose of this project is not to collect data, but to exploit existing unusual multi-level, multi-functional, real-time, longitudinal data on multi-national FMCGs undertaking change to create more integrated ways of working across Europe.  This data is to be used to explore the utility of a narrative approach to strategic renewal within the context of mature multinational corporations.  Narrative approaches provide a fruitful yet under utilised avenue for studying multinationals since they emphasize the political, social nature of complex organisations typically underemphasised in more traditional structural-functionalist approaches, and challenge traditional assumptions of control by managerial elites at times of change.  This project will develop a narrative perspective on change from existing literature which will provide guidance on how to interrogate the data both theoretically and practically.  From this an analysis protocol will be developed which will enable an analysis of the data in NVivo to develop an understanding of a) the utility of a narrative approach to explain how mature organisations can achieve strategic renewal through the development of new strategic capabilites; b) an understanding of why change developed the way it has in the FMCGs; and c) the implications of this for future research, theory and practice. 


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