The article builds on and expands a narrative perspective on strategy. Specifically, we develop a more Bakhtinian model in which corporate fiction and humor serve the firm’s strategic dialogic imagination. We develop this model through an analysis of the McDonald’s corporation. Through the grotesque humor of its fictitious Ronald McDonald world, McDonald’s develops its dialogic imagination and transforms its strategic narratives. That is, strategic transformation is enacted narratively in and through its corporate fiction regenerating and revitalizing existing strategic narratives. Implications for research on McDonald’s in particular and strategy in general are discussed.
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Bøje et al. (2005) studied this question.
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