Narrative approach to corporate strategy: empirical foundations

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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

Citation

Carriger, M. (2011), "Narrative approach to corporate strategy: empirical foundations", Journal of Strategy and Management, Vol. 4 No. 4, pp. 304-324. https://doi.org/10.1108/17554251111180981