Storytelling az értékteremtésben, avagy a szervezeti történetmesélés multidiszciplináris megközelítésben
Absztrakt
Jelen tanulmányunk célja, hogy az ezredforduló után született nemzetközi szakirodalomra fókuszálva új megvilágításba helyezzük a szervezeti történetmesélés, mint hagyományos kommunikációs eszköz újszerű alkalmazási területeit, összekapcsolva a storytelling eszközben rejlő lehetőségeket a vállalati értéknövelésben szerepet játszó driverekkel, a szervezet értékteremtő folyamataival. Tanulmányunkban Edvinsson és Malone, illetve Kayo munkásságára építve vizsgáljuk és értelmezzük a szervezeti történetmesélés lehetséges hozzájárulását az értékteremtéshez. Az értékalapú menedzsment elméleti kereteinek áttekintésén túl a tanulmányban rendszerezzük azokat a modelleket, amelyek a kommunikáció és az értékteremtés kapcsolatrendszerét igyekeznek konceptualizálni. A munkánk során a story és storytelling fogalmi keretezését követően összefoglalást nyújtunk a szervezeti történetek taxonómiájáról, a storytelling klasszifikációjáról, a hatékony történetmesélés pilléreiről és a storytelling menedzsment módszereiről, továbbá a storytelling szervezeti stratégiába integrálásának lehetséges változatairól, alternatíváiról.
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