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Vom Drehbuchautor zum Showrunner – der Strategieprozess als adaptives Storytelling

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  • Hinnen, Gieri
  • Hinnen, Andri

Abstract

In einem sich rasant ändernden Marktumfeld müssen Unternehmensstrategien konstant den neuen Verhältnissen angepasst werden. Dies impliziert die fortwäh-rende Änderung der kollektiven Denk- und Handlungsmuster eines Unternehmens und seiner Anspruchsgruppen. Geschichten formen diese Denkmuster: Sie beschrei-ben die Hauptcharaktere und Kausalketten, und sind damit ein Mittel sowohl zur Strategie-Entwicklung als auch für deren Implementierung. Vor diesem Hintergrund entwickelt der vorliegende Artikel ein Verständnis von Strategie als adaptivem Storytelling: das fortwährende Schreiben einer konsistenten Geschichte unter Einbezug verschiedener Anspruchsgruppen. Der Artikel illustriert dies mit einem vierstufigen Denkansatz, mithilfe dessen Praktiker ihre Strategie in einem turbulen-ten Marktumfeld kohärent und doch adaptiv entwickeln und erzählen können.

Suggested Citation

  • Hinnen, Gieri & Hinnen, Andri, 2016. "Vom Drehbuchautor zum Showrunner – der Strategieprozess als adaptives Storytelling," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(1), pages 54-62.
    • Handle: RePEc:zbw:hsgmrs:275836
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    References listed on IDEAS

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    1. Sidney G. Winter, 2003. "Understanding dynamic capabilities," Strategic Management Journal, Wiley Blackwell, vol. 24(10), pages 991-995, October.
    2. Loock, Moritz & Hinnen, Gieri, 2015. "Heuristics in organizations: A review and a research agenda," Journal of Business Research, Elsevier, vol. 68(9), pages 2027-2036.
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