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Narrative approach to corporate strategy: empirical foundations

Michael Carriger (Trinity Washington University, Washington, District of Columbia, USA)

Journal of Strategy and Management

ISSN: 1755-425X

Article publication date: 25 October 2011




This paper aims to present theoretical and empirical foundations for the use of a particular type of narrative skillfully deployed by senior leaders in an organization as an effective tool for creating, disseminating and executing corporate strategy.


The paper presents original research on the effectiveness of the use of a “springboard story” as a leadership tool.


Data are presented to substantiate that a “springboard story” presentation of corporate strategy and competitive advantage is more effective at producing a consistent and confident choice of competitive advantage among an audience than a presentation of corporate strategy using a PowerPoint style, bulleted list approach. Theoretical implications for leaders leading change, especially change in corporate strategy, are suggested.


The paper explores the implications for the practical use of this type of narrative in strategy implementation and execution by leaders.



Carriger, M. (2011), "Narrative approach to corporate strategy: empirical foundations", Journal of Strategy and Management, Vol. 4 No. 4, pp. 304-324.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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