This paper was originally written as part fulfilment of a Management BA degree at the University of Lincoln, United Kingdom, 2003. It is a mini-consultancy project, analysing the Lincoln Co-op using critical and postmodern tools and theories including Boje’s (2002, 2002a) framework of metatheatre, storytelling (Boje, 2001; Gabriel, 2000; Nymark, 2000) and the notion of reflexivity (Currie, 2003; Golding and Currie, 2000; Woolgar, 1991). It stems from undergraduate work and discussions with both academics and employees of the Lincoln Co-op at the University. It is based upon personal experiences, desk-based research and ethnographic type research within Lincoln Co-operative organisation.