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Stories that SELL, stories that TELL

Barbara Kaufman (President of ROI Consulting Group, Inc. in Rancho Mirage, CA)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 April 2003

2083

Abstract

Investigates the place that storytelling has in company communications, and states that storytelling has a wide and varied range of applications. Gives various organizations’ views on where storytelling adds value and how leaders can use this better to develop their organizations in this global world. Sums up that bonds thus created provided better returns on both personal and organizational levels.

Keywords

Citation

Kaufman, B. (2003), "Stories that SELL, stories that TELL", Journal of Business Strategy, Vol. 24 No. 2, pp. 11-15. https://doi.org/10.1108/02756660310508155

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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