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Storytelling as a Management Tool

In: Storytelling

Author

Listed:
  • Klaus Fog

    (SIGMA)

  • Christian Budtz

    (SIGMA)

  • Philip Munch

    (SIGMA)

  • Stephen Blanchette

    (SIGMA)

Abstract

The stories we share with others are the building blocks of any human relationship. Stories place our shared experiences in words and images. They help shape our perception of “who we are” and “what we stand for”. Likewise, stories are told and flow through all companies. By analysing and interpreting these stories we can uncover the organisations’ values, making storytelling an important tool in the internal branding process. Likewise, through these stories, employees come to understand themselves and the company brand. And in turn, these stories help employees understand the reasoning behind the company’s values and guide them towards actually living those brand values in day-to-day operations.

Suggested Citation

  • Klaus Fog & Christian Budtz & Philip Munch & Stephen Blanchette, 2010. "Storytelling as a Management Tool," Springer Books, in: Storytelling, edition 0, chapter 6, pages 131-160, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-88349-4_6
    DOI: 10.1007/978-3-540-88349-4_6
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    Cited by:

    1. Hjelmgren, Daniel, 2016. "Creating a compelling brand meaning by orchestrating stories: The case of Scandinavia's largest department store," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 210-217.

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