Exploring narrative strategy: the role of narratives in the strategic positioning of organizational change.
This article considers how the use of narratives has steadily transformed corporate strategy in the context of organizational change in recent years. 'Narrative strategy' is defined in this article as an evolving field concerned with the role of narratives as patterns of expectation and understandin...
| Publicado en: | Innovation: The European Journal of Social Sciences Vol. 36; no. 1; pp. 85 - 96 |
|---|---|
| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Taylor & Francis Ltd
Mar2023
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=162079943&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 162079943 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 13511610 IVT jtl: Innovation: The European Journal of Social Sciences issn: 13511610 maglogo: N pubinfo: dt: Mar2023 vid: 36 iid: 1 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 162079943 10.1080/13511610.2022.2062303 ppf: 85 ppct: 11 formats: fmt: – @attributes: type: T – @attributes: type: P size: 175KB tig: atl: Exploring narrative strategy: the role of narratives in the strategic positioning of organizational change. aug: au: Fischer-Appelt, Bernhard Dernbach, Rafael affil: Weatherhead Center for International Affairs, Harvard University, Cambridge, MA, USA CAPAS, Heidelberg University, Duisburg, Germany su: Organizational change Narration Strategic communication Business planning Pharmaceutical industry Pharmaceutical chemistry sug: subj: Organizational change Pharmaceutical Preparation Manufacturing Pharmaceuticals and pharmacy supplies merchant wholesalers Drugs and Druggists' Sundries Merchant Wholesalers Pharmaceutical and medicine manufacturing Narration Strategic communication Business planning Pharmaceutical industry Pharmaceutical chemistry keyword: communication Narrative organizational change strategy communication Narrative organizational change strategy ab: This article considers how the use of narratives has steadily transformed corporate strategy in the context of organizational change in recent years. 'Narrative strategy' is defined in this article as an evolving field concerned with the role of narratives as patterns of expectation and understanding in organizational transformation. In contrast to a post-strategic and communications-based approach of corporate storytelling, developing a narrative strategy clarifies an organization's position regarding significant societal debates and derives from a change narrative. The concepts' narrative constellation' and 'narrative discrepancy' will be introduced to describe how organizations align and position their strategy with broader societal narratives. Both concepts are explored via a literature review and the authors' experience as consultants. One exemplary case demonstrates how an organization developed and implemented a narrative strategy in a change process: Merck Group's use of narratives during its transformation from a pharmaceutical manufacturer to a science and technology company in 2014. The article, thus, conceptualizes narrative strategy as a crucial aspect of contemporary strategy development. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|