Organizational Narrative, Change, and Organizational Success Analysis

This essay explores the critical role of organizational narrative in driving organizational success, particularly within the context of change management and globalization. It emphasizes the importance of storytelling, communication theory, and the impact of these elements on employee and customer interactions. The essay defines organizational narrative as encompassing the narration of past, present, strategies, and future goals. It then delves into how effective communication, exemplified through stories, newsletters, and annual reports, helps organizations maintain a strong brand image, attract customers, and foster smart leadership. The essay highlights the influence of globalization and the need for organizations to adapt and narrate their stories effectively. It also discusses the role of communication theory in shaping interactions and predicting outcomes, using examples like Apple and Nike to illustrate the practical application of these concepts. The analysis concludes by emphasizing the significance of organizational narrative in building brand loyalty, shaping organizational culture, and achieving overall success in a competitive global landscape. This document is available on Desklib, a platform providing AI-powered study tools and past assignments for students.

RUNNING HEAD: ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 0
Organizational Narrative, Change and Organizational Success
Student’s Details-
1-12-2020

ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 1
Organizational Narrative for Change Management and
Organizational Success
Organizational narrative is important for the organizational success and have a direct impact
on the performance (Corvellec, 2018). It includes the narration of the past, present, strategies
and the future goals in order to improve the employee and customer interactions that can
facilitate in the effective relationships. This can better be understood with the communication
theory to ensure that the organizational narrative is used for the impact on the organizational
success and deals with the specific change brought up by the globalization. Here, the essay
will discuss the organizational narrative which has the impact on the organization when
organizational change is brought up by the globalization. The essay has taken into account
the communication theory and the utilization of the relevant examples.
Organizational narrative can be used as the stories, newsletters and annual reports (Riach, et
al., 2016). Application of narrative organization can be helpful for the organization to
maintain the brand image to be appealing. The knowledge is kept in such a way that it can
make the leaders appreciate the shared ideas and the combined knowledge. Additionally,
organizations make attempts to make the organizational narrative in order to make the
customers attracted towards the product through the use of the engaging content (Pekar,
2011). By telling stories organizations are tend to make the engagements with the audiences
as it is an effective way to spread the product’s information. Organizational narrative has a
great impact on the organizational success and profitability as it makes the effective sharing
of information that can be used in case of making interactions with the employees as well.
Thus, it helps in undertaking smart leadership wherein the organizational narrative can
provide pathways for building trust and credibility with the employees. This helps in the
leadership process in which leaders communicate the project details and the overview of the
future challenges (Gabriel, 2015). Organizational narrative is taken place through the stories
that can be used for the communication of organizational vision, handling complexities and
inspiring change.
Further, as the organizations are changing rapidly, there has been stiff competition which
forces the companies to make external changes. Also, internal drivers are also being seen by
the organization for change that can provide better learning and development strategies and
strengthening the approach for diversity and inclusion. Moreover, the organizations are

ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 2
heading towards the globalization in which the international approaches effectively used by
the organizations to narrate their organizational story through the change management
perspective (DeVereaux & Griffin, 2016). Further, globalization is the process of making the
globalized image of the organization in which the organization interacts internationally in
terms of technology, knowledge, skills and economies. However, the organization that brings
the changes through the globalization procedure in which the interaction between the several
individuals is maintained through the organizational narrative which is the basic activity of
the organization strengthen their productivity (Parr, 2016). Moreover, organization change is
brought up by the clear organizational narrative which helps in the controlling of the story
and engage with the individuals and also make engagements with the employees that
describes the stories that are inspirational (Schein, 2015). As organizational change is brought
up through the globalization procedure, an organizational narrative can make the brand
loyalty and shapes the organizational culture through the changes that increases the chances
of success.
Further, communication theory explains the way information is being shared and transmitted
to another party through the different mediums. Also, this communication theory has several
functions that it performs into the organization and creates the communicative experiences
that can make the effective relationships with the international clients (Oetzel, 2017). There is
a huge importance of the communication theory as it avails the significant ways that can
make the people make the communicative behaviours that can be used to control the
communication and facilitation of the effective communication. This can broaden the
theoretical perspective in which the organizations can make the changes into their respective
organizations through the globalization (Cooren, 2015). This has given the importance to the
organizational narrative in which the organizations can make the attractive narration that can
make the customers attracted towards the brand. Also, the communication theory is expected
to play an important role in the organization’s demonstration of the change strategies that can
make the people aware of the company and the company’s products.
For example, Apple has used the story telling ideas for the international communication that
it makes to attain the success. Further, the company is recognized to be the international
company that can make the corporate narrative in such a way that it spreads the digital
technology internationally through the process of globalization and express their unique
identity in front of the competitors. The company’s slogan ‘Think Different’ has been the
innovative approach used by the company and is the advertising slogan used by the company

ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 3
to improve the customer interactions (Hagel, 2017). This is changing the way people view
and create the everchanging presence that can make the narrative attractive and appealing in
front of the customers and the employees as well. The corporate narrative used by the
company are appealing to the target audiences and has an impact on the organizational
success.
Communication theory is important for predicting the outcomes of the interaction being made
for the upliftment of the communication stronger. This helps the company to bring
productivity and specifically goes hand in hand with the organization in order to make strong
image of the company. This also facilitates the organization to make the demonstration of the
communication experiences to be brought up by the organizational narrative (Manojlovich, et
al., 2015). Further, understanding of the communication theory can be helpful in getting the
personal knowledge of the human communication that can help the company to make the
organization more involved into the organization.
Moreover, the organization can make the efforts for the controlling of communication that
can help in the development of new ways of thinking through the organizational change
which is being brought up by the globalization in which the organization attempts to make
the universal presence and also making an international image (Kyle Rudick, 2017). The
organizational change is made into the organization in order to make the brand competitive
and also making the universal presence that can attain a lot of the customers. Further, it
precisely focuses on bringing the narrative culture that allows the employees to make
effective contribution into the organization through their corporate identity that can make the
production more and also facilitate in an increased image and can make the employee
interactions better into various efforts of the organization.
Further, Nike has strong corporate image that makes the company recognizable throughout
the entire organization in which the company’s story telling ideas. The company has made
the several shoe stories which are appealing internationally and have a universal presence.
The company uses the customer’s stories for making the product identity and also making the
employee stories which are demonstrated through the communication of the creative idea that
can make the product’s life better (O'Neil, 2017). The company has chosen the sports
products as sports is used as the universal language that can make the diverse culture that can
enhance the productivity of the company and has helped in building the universal brand
image of the company and has helped in the international communication of the brand.

ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 4
Organizational narrative is used by the companies to make the customers aware of the
company through the enhanced portfolio and the communication of the desired change that
can ensure in the delivery of the desired change that can articulate in the power of the
communicative stories that can make an increase in the organizational success through the
emergence of globalization and the changed aspect of organization which is needed to be
ensured for the telling of the stories that can attract the maximum customers and can make
the connections, relationships and loyalty character that can ensure in the engaging with the
customers, suppliers and others stakeholders being concerned (Croucher, 2018). When the
organization brings up the change due to the globalization, it is in need of the communicative
tools and techniques for combining with the globalized ideas ensuring in the more narrative
organization and taking benefit of the established brand name. The organizational change and
the globalization to be brought upon are the major things that makes the utilization of the
inspirational stories for the employees through the organizational narrative.
The application of the communication theory can ensure in the making of the interaction and
the communication of the ideas for the facilitation of the prescribed ideas that can ensure in
the proper interpersonal interaction between the employees and the customers (West &
Turner, 2018). It is important for the organization when it attempts to make the changes into
the technology and the organizational policies for the internationalization of the
organizational products. This can be brought up by the fact that organizations make the
globalization techniques for making the global presence and also making the international
image of the companies through the narrative sources. The globalization can be seen as the
changes in the organizational functioning that requires the changes in the communicative
methods and the tools that make the communication more advanced and interactive narrating
the organization to be more realistic. Moreover, this narrative organization can help in the
building of image through the storytelling ideas which is the basis of the organizational
success is their communicative ideas and the sharing of the pertinent information to the
customers.
Organizational narratives are used for the communication of the ideas and the information
that can be used by the organization for the sharing and articulation of the change that can
share and harness the organizational narrative. Building the information and the strategy that
can facilitate in the development of the authentic connections with the audiences and also
ensuring that the organization makes the strategic priorities for the narration of the
appropriate brand image and the reputation of the organization. This can also facilitate in the

ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 5
making of the organization’s strategies and interactions persuasive so as to get the attention
of the maximum customers which is the basic ideology behind the storytelling ideas being
used by the company (Hagel, 2017). This organizational narrative is important for every
organization and has a wide impact on the success and profits of the organization. However,
the organizational change due to the globalization needs the organizational narrative which
brings the positive image of the organization through the use of the communicative ideas that
can ensure the undertaking of the stakeholder approach in which the organization specifically
makes use of the appropriate tone of storytelling demonstrating the entire portfolio of the
company.
To conclude, it can be said that organizational narrative can be effectively used by the
companies to make the international brand image. Further, the organization can make the
ideas of storytelling that can impact the organizational success and have a major influence on
the organization’s image. The essay is successful in the facilitation of the organizational
change which is due to the globalization in which the changes into the organization should be
communicated easily with the understanding of the communication theory to determine the
importance of the interactions made by the organization through the external sources. The
essay has taken into account the examples of the renowned band that have made use of
storytelling to make their brand recognizable and also distinguished from the competitors.

ORGANIZATIONAL NARRATIVE, CHANGE AND ORGANIZATION SUCCESS 6
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