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Telling stories to aid strategy formulation: the crucial role of the interviewer

Strategic Direction

ISSN: 0258-0543

Article publication date: 8 May 2017




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Employee understanding of strategy is often minimal at best. Organizations are somewhat concerned about the potential implications of this with regard to understanding of goals, purpose and direction. Involving employees in strategy formulation is one way of addressing the issue. Participation is enabled through storytelling by which each individual is able to articulate his or her personal knowledge and experience of organizational issues and challenges. The shared understanding which emerges through the interview technique from narrative therapy that is used serves as a contextually relevant basis for the creation of a new strategy.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2017), "Telling stories to aid strategy formulation: the crucial role of the interviewer", Strategic Direction, Vol. 33 No. 5, pp. 11-13.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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