Abstract:
This thesis explores the use of stories in strategy communication. Based on the premise that stories are powerful communication tools, and that communication is integral to strategy, the extent to which stories are used in strategy communication, and why stories are used to communicate strategy, are examined.
This thesis fits within the body of research on both narrative and stories in strategy, and strategy communication. The potential of stories in strategy has been considered previously, while language is increasingly seen as key to strategy, playing an integral role in both strategy communication and creation. However, much remains unknown about the role of stories in strategy communication. This thesis aims to contribute further knowledge in both these fields, developing original insights into the use and role of stories in strategy communication.
This thesis takes a two-stage, iterative interpretivist methodology, firstly by analysing annual reports to assess the extent to which stories are used to communicate strategy. Strategy creators, communicators and interpreters are then interviewed, to understand why stories are used in strategy communication.
The findings of this research, as an exploratory look at stories in strategy, provide insight into how and why organisations communicate strategy, comment on the extent to which stories are evident in strategy, and discuss motivations and influences that may underlie the use of stories to communicate strategy. This research provides a basis for further work do be done in the field of stories in strategy, and encourages researchers to further consider the role of stories not only in the communication of strategy, but also its creation. This research also draws heavily on the work of Barry and Elmes, and concludes by affirming Barry and Elmes notion that strategy is a prominent, integral, and powerful story organisations tell.
