“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


Narrative, sustainability, organization, organizational identity, Tensions, Sensemaking


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.



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6.4 Organizational and Strategic Communication