Business Communication: Organizational Narrative Essay

This essay examines the impact of organizational narrative on business performance, particularly within the context of change management driven by globalization. It begins by defining organizational narrative as a critical communication tool, emphasizing its role in shaping brand identity, engaging audiences, fostering leadership, and facilitating knowledge sharing. The essay then explores the tangible benefits of narrative storytelling, including enhanced brand image, increased audience engagement, and improved employee motivation. Furthermore, it analyzes the effects of organizational narrative on overall performance, highlighting how it fosters employee engagement and, consequently, boosts productivity and organizational success. The essay also delves into the effects of organizational narrative in change management due to globalization, exploring various storytelling approaches used by organizations. The essay concludes by underscoring the significance of effective communication strategies, particularly organizational narratives, in navigating the complexities of the global marketplace and achieving sustained business success.

Running Head: BUSINESS COMMUNICATION
Business Communication
Name of the Student:
Name of the University:
Author Note:

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Introduction
Communication is considered to be important part of the organization to achieve the
target what they are intending to obtain in the process. This is critical for the organization to
look after so that they can communicate with the employees and can motivate them to work
hard in the firm (Veltsos, 2017). This will automatically assist the firm to perform well in the
marketplace and to gain the popularity in the process. Communication in the business
organization should be given importance so that the manager can manage the day-to-day
work and the teams as well as the firm can gain the target that they are aiming for in the
marketplace (Minasyan & Midova, 2017). It can also be noticed that the internal
communication which is there in an organization assist the organization to determine their
perspective towards the goals and help them to achieve the same in the process.
Therefore, it can be said that to achieve the success in the industry in which the
organization is operating, the firm need to possesses an effective as well as efficient
communication within the company (Malyuga & Orlova, 2017). This will assist them to
eliminate the problem that they possess in the organization and let gain the profit in the
process.
Organizational Narrative
Organizational narrative is storytelling in an organization which is essential for the
communication to be effective in front of the employees as well as in from the consumers and
the marketplace. This narrative enables the organization to maintain a transparent and clear
communication so that the identity of the brand can be clear and concise to the consumers;
audience can engage with the brand so that the production rate can increase and the
motivation of the employees as well (Muhr & Sløk-Andersen, 2017). This also showcase the

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leadership quality along with the knowledge that is being gathered and shared in the process.
Therefore, it can be said that the narrative is essential for the firm as well as to motivate the
employees in the process so that they can feel motivated and can work hard in the
organization. This will ultimately help them to obtain the success that they are looking
forward in the marketplace.
There are few benefits that can be look after so that the importance of the narrative
style of communication can be understood in the process and they are:
 Identity of the Brand: The narrative storytelling of the organization implements
values as well as mission and action of the organization when they are facing any
problem or they are doing anything for the benefit of the company. This will help
the employees as well as the consumers to understand the image as well as actions
that are being taken by the organization is correct or not (Riach, Rumens & Tyler,
2016). This automatically enhance the image of the organization in the
marketplace and this needs to be communicated in the process so that they can
achieve the success in the marketplace.
For example: If the company is providing health care to the employees or the
patient who are suffering from any deadly disease then, this will automatically
enhance the image of the organization in the marketplace. This can be possible
only with the help of the strong narrative or story telling ability of the company.
 Engagement of the Audience: In narrative storytelling this is an essential factor
that need to be look after by the organization that how much they are able to
engage the audience in the marketplace. This will automatically enable the firm to
gain the popularity in the marketplace and this technique is being taken up by the
organization so that they can achieve the target as well in the process (Vaara,

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Sonenshein & Boje, 2016). This will also enable the organization to enter the
subconscious mind of the consumers, which will automatically help them to
achieve the success in the process.
For example: Suppose the organization is donating funds in the NGOs who are
supporting the people who are suffering from the natural disaster. This will
automatically enable the organization to engage the audience in the process and
help them to achieve the trust of the consumers in the marketplace. The audience
will purchase more from the market so that the company is able to donate more
money in the relief fund. This will also enable the organization to engage the
audience in the process and help them to gain the success in the marketplace.
 Leadership: Narrative storytelling also enables the leaders to motivate the
employees who are working under them so that they can produce more in the
process. This can be achieved by the leaders only by telling them the stories which
will motivate them to work harder in the organization. This is essential for the
leaders to understand so that they can motivate them and both the employees and
the organizational target can be achieved in the process (Kuhn, 2016).
For example: The leader should tell them the story which will motivate the
employees who are working under them so that they can achieve the success in the
process. This is essential for the leaders so the employees can remain motivated
and work hard so that they can reach the target in the process, which is beneficial
to some extent for the organization to perform well in the marketplace.
 Sharing Knowledge: With the help of the storytelling process knowledge can be
shared from the top-level management to the low-level management and the
employees. This is essential for the organization to understand so that they can

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achieve the target what they are intending to obtain in the process. This is also
helpful for the organization to educate the employees in an effective way possible
so that they can gain the success in the process (Borghoff, 2018).
For example: The policies as well as the rules can be shared by the organization’s
top-level management, which let the employees to gather the knowledge and can
work hard accordingly so that they are legally correct in the process and can
achieve the success in the process. This is essential for the organization to
understand so that they can gain the success in the process.
Impact of Organizational Narrative on the Performance
The narrative storytelling is a type of communication that enhance the engagement of
the employees in the organization. This is important for the firm to understand so that they
can look after the matter and can achieve the success by motivating the employees with the
help of the success stories (Corvellec, 2018). This will also motivate the employees to put an
extra effort in the process so that they can grow in their career which will ultimately benefit
both the employees as well as the organization to flourish in the marketplace. It is critical for
the organization if they are willing to operate in an effective as well as efficient way in the
marketplace (Vaara, Sonenshein & Boje, 2016).
This approach is designed by the organization so that they can motivate the large
number of employees at the same time. This is quite effective for the organization’s
expansion in the market where they are operating. This is so as it motivates the employees
and they gradually work hard in the process so that they can achieve the success in the
marketplace (Di Fabio, 2017). Thus, it is being understood by the companies and they use
this technique to motivate the employees so that they work hard to achieve their career goals
and will ultimately benefits the organization to reach its goals and to perform well in the

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marketplace.
This has been proven that the employees are more engaged with the help of the
narrative storytelling process and increase the motivation in the minds of the employee. This
automatically enhance the performance of the employees in the organization and help them to
reach their goals in the process (Saddler et al., 2017). This impacts in the performance of the
organization in the marketplace and let them gain the popularity among the consumers in the
process. Therefore, the production of the company also increases in the process and let them
obtain the target in the market.
Thus, it can be said that the communication with the help of the organizational
narrative puts an impact in the performance of the organization in the marketplace. This can
be achieved as it motivates the employees in the process to work hard and to achieve their
individual goals and let them achieve the success in the process (Keasberry et al., 2018).
Hence, it has become a common factor for the organization to look after if they are intending
to gain the success in the process and to attract the consumers from the marketplace.
Effects of Organizational Narrative in Change Management due
to Globalization
There are effects on the change management due to the organizational narrative and
this is happening due to the globalization in the process. There are types of narrative that are
being followed by the organization in the recent days so that they can engage the employees
as well as audience in the marketplace and can achieve the success in the process (Lewis,
Cantore & Passmore, 2016). There are mainly three types of storytelling process, which is
being followed in the world of globalization by the organization so that they can motivate the
employees and can grab the interest of the audience in the process and they are:

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 Stories of Good Old Days: In this communication process, the narrative stories
are about the personal experience, which will automatically engage the
employee’s attention and will motivate them to work hard in the organization.
This is an essential technique to generate the sense of motivation in the minds of
the employees and they work hard to achieve the success in the organization
(Cameron & Green, 2019). This automatically benefits the company to gain the
success in the process. Hence, this technique can be considered to be an effective
way to motivate the employees and to get benefit in the process.
 Stories of Deception: This storytelling process enables the organization to
communicate with the employees regarding the story of their perception or what
the manager interprets in the process. This will ultimately help the employees to
think as per the deception that have been done by the manager and enable them to
achieve the success in the process (Dawson, 2019). This will also motivate the
employees to work hard after gathering the knowledge from the communication
that is being done with them. Therefore, it is essential as well as critical for the
organization to understand so that they can motivate the employees which will
benefit them to achieve the target what they have set in the marketplace.
 Stories of Influence: This type of communication that is being done by the
organization to the employees possess some social dynamics, which automatically
enable them to influence the employees in the process. This is essential for the
firm to understand so that they can influence the employees to showcase their
participation as well as their hard work so that the employees as well as the
company can be benefited in the process and can achieve the success in the
marketplace (Smither, Houston & McIntire, 2016). Hence, it is essential and
somewhat important for the expansion of the firm in the process.

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Conclusion
In the end, it can be inferred that the organization requires to look after the
communication that they are doing in the process so that they can understand what are the
strategy that they need to follow. This will automatically enhance the position of the
organization in the marketplace and let them gain the success in the process. This is critical
for the organization so that they can motivate the employees as well which will assist them to
achieve the target and goals that they in their life. On the other hand, this will also provide
benefit to the organization as they will be able to perform well in the marketplace and gain
popularity in the end. Therefore, it can be said that the company need to understand the
communication that they are going to adopt and whether it is appropriate for the company to
motivate the employees by engaging them and also what are the strategy they need to follow
so that they can grab the attention of the consumers in the process and can obtain the
achievement in the end. Thus, it can be said that the organizational narrative is quite effective
in the change management due to the globalization of the market all around the world.

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