“It is already in our DNA, isn’t it?”

Narratives as means to make sense of organizational sustainability strategy transformation

  • Niina Erkama Radboud university
  • Pien ter Beek
Keywords: Narrative, sustainability, organization, organizational identity, Tensions, Sensemaking

Abstract

Organizational narratives can serve as means for communicating organizational strategies for organizational members, but they can also help organizational members to make sense of organizational change processes. However, currently we lack knowledge on the interplay and tensions between organization’s official strategy narratives and the same narratives on the lower levels of the organization, particularly during organizational change processes. Therefore, this study focusses on tension between different organizational narratives during a sustainability strategy transformation process in a Dutch case organization. The results discuss four pillars of sustainability narrative and the tensions related to each of them.

References

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Published
2022-08-10
Section
6.4 Organizational and Strategic Communication