Strategic Application of Storytelling in Organizations: Toward Effective Communication in a Diverse World

Internal and external workplace diversity and the technology-induced time constraints of multinational competition make the challenge of improving organizational communication bigger than ever. Narrative paradigm or the “storytelling” theory has been proffered as an effective cross-cultural communic...

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Bibliographic Details
Published in:The Journal of business communication (1973) 2010-07, Vol.47 (3), p.295-312
Main Authors: Barker, Randolph T., Gower, Kim
Format: Article
Language:English
Subjects:
Communication
Cultural values
Professional relationships
Storytelling
Studies
Workplace diversity
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Summary:Internal and external workplace diversity and the technology-induced time constraints of multinational competition make the challenge of improving organizational communication bigger than ever. Narrative paradigm or the “storytelling” theory has been proffered as an effective cross-cultural communication tool, but this article presents the idea that storytelling goes beyond that and fills the diverse communication needs of today’s heterogeneous workforce. It presents a model of storytelling as a complete organizational communication tool, discusses how to effectively apply storytelling in the diverse work environment, and proposes some opportunities for further research.
ISSN:0021-9436
2329-4884
1552-4582
2329-4892
DOI:10.1177/0021943610369782