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Narrative approach to corporate strategy: empirical foundations

Narrative approach to corporate strategy: empirical foundations Purpose – This paper aims to present theoretical and empirical foundations for the use of a particular type of narrative skillfully deployed by senior leaders in an organization as an effective tool for creating, disseminating and executing corporate strategy. Design/methodology/approach – The paper presents original research on the effectiveness of the use of a “springboard story” as a leadership tool. Findings – Data are presented to substantiate that a “springboard story” presentation of corporate strategy and competitive advantage is more effective at producing a consistent and confident choice of competitive advantage among an audience than a presentation of corporate strategy using a PowerPoint style, bulleted list approach. Theoretical implications for leaders leading change, especially change in corporate strategy, are suggested. Originality/value – The paper explores the implications for the practical use of this type of narrative in strategy implementation and execution by leaders. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Strategy and Management Emerald Publishing

Narrative approach to corporate strategy: empirical foundations

Michael Carriger
Journal of Strategy and Management , Volume 4 (4): 21 – Oct 25, 2011
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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-425X
DOI
10.1108/17554251111180981
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to present theoretical and empirical foundations for the use of a particular type of narrative skillfully deployed by senior leaders in an organization as an effective tool for creating, disseminating and executing corporate strategy. Design/methodology/approach – The paper presents original research on the effectiveness of the use of a “springboard story” as a leadership tool. Findings – Data are presented to substantiate that a “springboard story” presentation of corporate strategy and competitive advantage is more effective at producing a consistent and confident choice of competitive advantage among an audience than a presentation of corporate strategy using a PowerPoint style, bulleted list approach. Theoretical implications for leaders leading change, especially change in corporate strategy, are suggested. Originality/value – The paper explores the implications for the practical use of this type of narrative in strategy implementation and execution by leaders.

Journal

Journal of Strategy and Management – Emerald Publishing

Published: Oct 25, 2011

Keywords: Narratives; Leadership; Social constructivism; Story; Storytelling

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