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Application of Storytelling in Organizations: A Review of Latest Literature with Implications for India


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1 Academic Associate, Indian Institute of Management Ahmedabad, Wing 10K, Old Campus, Vastrapur, Ahmedabad - 380 015, Gujarat, India
     

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Storytelling is one of the ancient art forms of communication. Organizational Storytelling is one of the latest management trends, and there has been an increased rise in storytelling research as well as consultation. The application of storytelling lends itself to the study of the latest research in this area. There has been a vast number of studies documenting organizational stories as well as vouching about the effectiveness of storytelling. Studies in organizational stories date back to the early 1980s. Subsequent reviews have tried to analyze or categorize organizational stories. This paper focused more on the application of stories in organizations from a practical point of view. The objective of the paper was to understand the current use of stories in the workplace and recommend its use according to Indian work settings. This paper attempted to review the latest research on organizational storytelling with suggestions to its application in Indian organizations.

Keywords

Organizational Storytelling, Storytelling in Organizations, Storytelling and Management

D23, I20, I23, O15

Paper Submission Date: February 9, 2015; Paper sent back for Revision: March 4, 2015; Paper Acceptance Date: May 12, 2015.

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  • Application of Storytelling in Organizations: A Review of Latest Literature with Implications for India

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Authors

Valerie Mendonca
Academic Associate, Indian Institute of Management Ahmedabad, Wing 10K, Old Campus, Vastrapur, Ahmedabad - 380 015, Gujarat, India

Abstract


Storytelling is one of the ancient art forms of communication. Organizational Storytelling is one of the latest management trends, and there has been an increased rise in storytelling research as well as consultation. The application of storytelling lends itself to the study of the latest research in this area. There has been a vast number of studies documenting organizational stories as well as vouching about the effectiveness of storytelling. Studies in organizational stories date back to the early 1980s. Subsequent reviews have tried to analyze or categorize organizational stories. This paper focused more on the application of stories in organizations from a practical point of view. The objective of the paper was to understand the current use of stories in the workplace and recommend its use according to Indian work settings. This paper attempted to review the latest research on organizational storytelling with suggestions to its application in Indian organizations.

Keywords


Organizational Storytelling, Storytelling in Organizations, Storytelling and Management

D23, I20, I23, O15

Paper Submission Date: February 9, 2015; Paper sent back for Revision: March 4, 2015; Paper Acceptance Date: May 12, 2015.




DOI: https://doi.org/10.17010/pijom%2F2015%2Fv8i6%2F70730