Business Commons^™

Narrative Approach To Corporate Strategy: Empirical Foundations, Michael S. Carriger

WCBT Faculty Publications

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 …