Abstract
Purpose
Architectonics is proposed as a dialogic theory and method to research three discursive spheres: McDonald's corporation, McDonaldization, and McDonaldland.
Design/methodology/approach
Bakhtin proposed architectonics as a new method for the human sciences, one that interanimates cognitive with ethical and aesthetic systemness. This essay develops architectonics further, and applies it to the study of globalization and localization of the McDonald's and Wal‐Mart corporations, which now cohabits with each other in New Mexico (and elsewhere).
Findings
A general inquiry system is suggested as a framework to analyze the architectonics of other organizations, in future international studies.
Originality/value
Through the application of the notion of architectonics to the McDonald's and Wal‐Mart corporations the authors develop an innovative approach to understanding organizations.