Stories that SELL, stories that TELL
Barbara Kaufman
(President of ROI Consulting Group, Inc. in Rancho Mirage, CA)
2524
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
:MCB UP Ltd
Copyright © 2003, MCB UP Limited