On the Road to Sustainability: How Storytelling Changes Public Management and Leads to Motivation and Organizational Development

Dimitrina Stefanova (), Jamila Jaganjac () and Valentin Vasilev ()
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Dimitrina Stefanova: South-West University “Neofit Rilski”
Jamila Jaganjac: University “Vitez”
Valentin Vasilev: Higher School of Security and Economics

Chapter Chapter 3 in Sustainable Economic Development, 2025, pp 63-86 from Springer

Abstract: Abstract This chapter aims to present the author’s model “QUOKKA” (after the world’s happiest animal) of storytelling that has a positive impact on the motivation of public sector employees. The research approach is interdisciplinary within the social sciences (public relations and human resource management) with a focus on organizational management. The model’s acronym highlights essential features that, when applied to human resource management, strengthen and improve entire organizational processes, including changes in attitudes, motivation, and commitment. The analysis is based on combination of research methods—empirical and theoretical analysis, deductive and inductive approach, observation, discursive analysis, and model formation.

Keywords: Storytelling; Human capital; Patterns of development; “QUOKKA” model; Good practices (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-96224-0_3

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DOI: 10.1007/978-3-031-96224-0_3

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