Narrative Inquiry and the Study of Collaborative Branding Activity

1. IntroductionNarrative inquiry has at its core a focus on the study of experience as it is lived. This directs attention to narratives as a means of studying aspects of society 'finding meaning in the stories people use, tell and even live' (Ospina and Dodge, 2005: 143). In this paper we examine the distinctive features of narrative inquiry, briefly review how this approach has been taken up in a range of disciplinary areas, and illustrate the use of a narrative approach to explore collaborative branding activity in a regional food and wine district in regional Australia.Why should researchers engage in narrative research? To appreciate the contribution of narrative inquiry, Dodge, Ospina and Foldy (2005) argue, requires: (1) deep knowledge of the logic of narrative inquiry; (2) an acknowledgement of its diverse approaches; and (3) attention to judging its quality. We will use these points to frame the discussion to follow on the nature, scope and use of narrative research. The subsequent presentation of a case analysis will highlight in a specific and concrete way some of the possibilities available when implementing a narrative approach. Our purpose in undertaking this particular research was to draw lessons from practice though detailed analysis of an exemplar case. We wanted to surface tacit knowledge and identify key practices involved in mobilising diverse stakeholders in the development of an emerging cross-sector partnership. Tasked with building awareness, visitor numbers and reputation for a regional food and wine district.A narrative approach is well suited to 'illuminating the social world' (Ospina and Dodge 2005: 151) and its use opens up new possibilities for examining collaborative branding activity in emergent cross sector partnerships in ways we argue promote a more complex understanding of the dynamic and relational aspects associated with this multi-stakeholder activity. Using a narrative lens to study a process reflects the temporal orientation of narrative and means that the process can be studied through an unfolding story. Narrative work can also focus on construction of identity - individual or collective.This paper unfolds in a series of stages. First, we provide a background on narrative inquiry and outline guiding principles for designing and conducting narrative research. This is followed by a narrative analysis of an exemplar case study of a cross-sector branding project. Finally critiques, limitations and contributions of narrative inquiry are canvassed.2. Background to narrative inquiryNarrative research is interdisciplinary in its origins, including elements of literary, historical, anthropological, sociological, psychological and cultural studies (Casey 1994). Renewed interest in narrative from the 1980s can be seen in a range of fields including psychology (Bruner 1986; Mishler 1992; Gergen 1992; Polkinghorne 1995), education (Connelly and Clandinin 1999; Casey 1994) and sociology (Denzin 1997; Gubrium and Holstein 1998). Narrative has secured its place in social science research, as Denzin and Lincoln declared, 'Today few in the interpretive community look back with scepticism on the narrative turn. The turn has been taken, and that is all there is to be said about it' (2003: viii).Narrative inquiry is based on the premise that, as human beings, we come to understand and give meaning to our lives through story. Narratives compose and order life experiences. By being structured and recounted through story form, experiences are accounted for and given meaning and significance (Usher 1997). Narrative can be characterised as a 'way of knowing' (Hatch and Wisniewski 1995). Jerome Bruner, was influential in gaining credibility for the use of a narrative approach in psychology, a discipline that had been dominated by experimental studies and a concern with prediction. In Actual minds, Possible worlds, Bruner (1986) argues that narrative modes of knowing function as a central form of human thinking. …