The present paper proposes the application of Positioning Theory as an analytical tool in organisational change research. Positioning Theory can contribute to an enhanced understanding of organisational change. It is a discursive approach to change. Its dynamic nature can capture a detailed picture of change and provide better understanding due to attention to contexts. It allows consideration of multiple levels of social analysis - people, institutions and society. Positioning Theory in this sense has a dual relevance for research in organisational change, as a theoretical framework and a method of social analysis. Throughout the paper I develop a rationale for this proposition. The theoretical assumptions are underpinned with some examples from a preliminary data analysis.