Presenting a Conceptual Model of the Effectiveness of Storytelling at Different Stages of Strategic Management in Organizations

In the two decades since storytelling has been called "spreading the common sense of organizations". Research and study in the field of storytelling in management has devoted a wide range of research. Organizational storytelling is a new and modern management technique that has led to the success of many executive projects in large and famous organizations. Therefore, the necessity and importance of familiarizing Iranian organizations with this new management technique is evident. Organizational strategies, like old stories, are long-term processes. Strategies and strategic plans focus on the long-term goals and processes of the organization. Strategies are a tool for achieving long-term goals. Considering these cases, this article presents a conceptual model of the effectiveness of storytelling in various strategic management processes in organizations. A conceptual model with 20 storytelling applications has been presented. Experts in this study have also approved this model, and different statistical tests, including the binomial test and Friedman, have also been used for its validity, reliability, and performance. For the case study, Madiran Industrial Group, one of the leading companies in the information technology field, is selected. The results indicate that only nine out of 20 suggested uses of organizational storytelling are used in this organization. It should be noted that this research is one of the first studies to examine and create a conceptual framework for using organizational storytelling in strategic management.