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Organizational storytelling


Organizational storytelling is a concept in the study of management, strategy and organization studies

Academics disagree on its exact function. Some describe it as a purposeful tool for business people, and others say it is a way of understanding and interpreting organizational life.

Those who believe it is a powerful managerial tool see it as the key leadership competency for the 21st century. Knowing how to effectively deliver a story, and knowing the right story to tell is a powerful influencing and communication skill. It can be used to connect employees to strategy by providing understanding, belief and ultimately motivation in the personal contribution that employees can make. Several books and articles have been written from this perspective. Besides an essential leadership competency for all leaders it is also a powerfulcommunication and change management technique.

For those who believe it is an interpretativist methodology for deciphering a deeper understanding of organizational life, storied accounts represent a unique insight into how individuals make sense of their world.

Storytelling has been assessed for critical literacy skills and education by the storytelling-drama charity Neighborhood Bridges, Minneapolis. They are at the forefront of storytelling-drama research in schools. A storyteller researcher in the UK proposes that the social space created preceding oral storytelling in schools may trigger sharing that organizations may use to help employees connect(Parfitt, 2014). A full paper on the current status of storytelling research is being currently compiled by the same researcher at Warwick University.


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