Memes and narrative analysis: A potential direction for the development of neo-Darwinian orientated research in organisations.

A number of authors have contributed to a diverse range of views concerning the possibility of evolutionary processes acting in organisations. Theories based on a self replicating cultural equivalent to the gene posit the 'meme' as the cultural replicator. A review of the memetic literature as part of study towards PhD empirical work has highlighted a lack of consensus in the memetic literature leading to difficulties in deciding on a method for operationalising research questions. The article describes how a dependence on the gene analogy, associated with much memetic knowledge, has led to unrecognised assumptions which are carried into memetic accounts of culture and identifies unresolved philosophical dilemmas. To achieve progress beyond the limited existing memetic empirical research a move to mainstream social science method is suggested in the form of narrative analysis. Key Words: Meme, Memetics, Narrative, Storytelling