Organizational Narratives and the Construction of Resistance: Union Organizing at a “Progressive” Company

This case study of a union organizing drive at a Whole Foods Market, the world's largest natural and organic foods supermarket chain, considers the impact of the company's employee participation scheme and the accompanying organizational narrative on the outcome of the unionization effort. By relying on the language and symbolism of the existing organizational narrative, union organizers were able to give meaning to their movement, but not without limiting the movement's potential for significant change and success. Ultimately, their efforts served to reinforce the organizational narrative and the existing employee participation scheme, not transform it. Based on this case study, I argue that organizational narratives are an important location of organizational control.