Time-based modifications to process theory illustrations through a corporate rebranding case study

Purpose– The purpose of this paper is to develop the lifecycle and teleology process theory illustrations by uniting processes and their outcomes based on their being bounded in time.Design/methodology/approach– The study combines objective and subjective ontological approaches to organisational development and change processes. The narrative data of corporate rebranding among small B2B companies were gathered through a multiple case study and analysed in relation to flow of time. The illustrations of teleology and lifecycle process theory are modified based on empirical data.Findings– The underlying logic of the lifecycle and teleology illustrations is found to be the same. The historical processes follow the logic of the lifecycle processes and emphasise the outcomes; the lifecycle process theory illustration is modified by adding outcomes. The current processes are in line with the literal description of the teleology. Teleology processes are illustrated using double-headed arrows between all processes.Research limitations/implications– Employing the objective and subjective ontological view in the same study might be questioned. The modifications to the process theory illustrations are only one view on the issue and the study does not take a stand on how the imagined future processes might be described.Practical implications– The study helps researchers and managers better understand the lifecycle and teleology process theory and the role of outcomes in process research. The study should encourage researchers and managers to incorporate the role of process outcomes into their future (business) planning more efficiently, and combine different ontological views.Originality/value– The study is a rare attempt to develop process theory illustrations.