Narrative Strategy Development: Narrating the Path Toward the Future

Christine Erlach () and Michael Müller ()
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Christine Erlach: NARRATA Consult
Michael Müller: Stuttgart Media University

A chapter in Narrative Organizations, 2020, pp 199-207 from Springer

Abstract: Abstract The development of a company’s strategy is essentially a story about its future: Where do we want to go, and what exactly can we do to get there? The strategic plans of many organizations are contained to closed story worlds. But a narratively competent organization, one that is agile and resonant, sees its own future through an open-ended, multi-perspective lens. Whether an organization can remain sustainable depends on the extent to which its shared meaning-making and identity-creating narratives advance or hinder its self-defined purpose for the future.

Date: 2020
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DOI: 10.1007/978-3-662-61421-1_23

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