Antenarratives of organizational change: The microstoria of Burger King’s storytelling in space, time and strategic context

Abstract

This research extends our understanding of organizational sensemaking through storytelling to highlight complex processes of organizational change in space, time and strategic context. We focus on the concept of antenarratives, how managers’ and other stakeholders’ fragmented speculations regarding futures may legitimate or resist organizational change. Antenarratives are not yet fully-formed narratives, but rather pieces of organizational discourse that help to construct identities and interests. We explain the theoretical relevance of Russian socio-linguist Mikhail Bakhtin’s space and time conceptualizations (chronotopes) for strategic narratives of change, and illustrate how antenarratives play important roles in narrative chronotopes. We relate German philosopher Martin Heidegger’s reasons for being in relation to others (existential ontology) to stakeholders’ and organizational identities, and to antenarrative glimpses in Bakhtin’s chronotopes. Through these theorizations, we contribute to conversations surrounding managerial discourses of organizational change, and discussions on how researchers may analyze antenarratives in relation to stabilized narratives. We use microstoria, or little-story analysis, and the case of Burger King Corporation’s international strategizing, to highlight emergent conflicts and their resolution for sensemaking that includes diverse organizational stakeholders and affects organizational effectiveness.