Document Type

Peer-Reviewed Article

Publication Date



This paper aims to argue that narratives, skillfully deployed by senior leaders in an organization, can be a very effective tool for creating, disseminating and executing corporate strategy. The paper presents a model for narrative use by leaders and a practical guide to implementing the model. Preliminary and anecdotal data are presented to substantiation a case for leaders' use of narrative as an alternative means for conveying corporate strategy. Implications for the practical use of narratives by leaders are explored by this paper.


At the time of publication Michael Carriger managed learning, knowledge and organizational development activities for a medium-sized communication company and was a Doctor of Management candidate at the University of Maryland, University College.





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