Images of Strategy

Peter Bürgi and Johan Roos

European Management Journal, 2003, vol. 21, issue 1, 69-78

Abstract: Images underlying strategy tend to be simplistic, unimodal, visual abstractions. We suggest that multimodal imagery of strategy, which brings together verbal/narrative, visual/imagistic, and kinaesthetic/haptic nodes, can significantly enrich people's understanding of their organization and its strategy.

Keywords: Imagery; Organizational; strategy; Multimodal (search for similar items in EconPapers)
Date: 2003
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