... of virtues and the mediating of rhetoric. Originality/value The paper revisits and provides new insights on the role of rhetoric and narratives in management research and emphasizes the interrelationship between both, specifically by focusing on the conceptual framework of Kenneth Burke, whose work can...

... while focusing on a modern example from popular culture: the television series Mad Men. This paper first discusses rhetorical concepts from the work of Kenneth Burke and Richard Lanham as inspirational guides, thereafter, these concepts are used to analyze the case of Mad Men...