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Coles A Storytelling Strategy for Enterprise Knowledge: Building Narrative in an Organizational Context at Village Green Shopping Centre in Vernon, BC
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Knowledge organizations have long recognized storytelling as a resource for capturing and sharing critical knowledge, fostering cohesion, inspiring motivation, mobilizing action, and framing change initiatives. Until recently, discussions of storytelling in these settings largely overlooked its practical implementation within an organization's operational stream. The result is a narrative strategy gap: the absence of resources and systems capable of translating storytelling's recognized value into consistent practice. For storytelling to succeed in an enterprise context, leaders must coordinate organizational resources around a single strategy — one that treats stories as knowledge assets, delivered to the right audiences, at the right time, in ways that achieve organizational goals. This book builds that strategy. It situates it within the knowledge services continuum and demonstrates how it operates across an organization's core functions: operations, marketing, finance, and human resources. For each function, it shows how knowledge and narrative already shape practice, and how a coordinated storytelling strategy can be applied more deliberately. The result is a framework for enterprise knowledge that treats storytelling not as an isolated communication skill, but as narrative infrastructure — connecting knowledge services, organizational communication, and the practical work of every core business function.
Knowledge organizations have long recognized storytelling as a resource for capturing and sharing critical knowledge, fostering cohesion, inspiring motivation, mobilizing action, and framing change initiatives. Until recently, discussions of storytelling in these settings largely overlooked its practical implementation within an organization's operational stream. The result is a narrative strategy gap: the absence of resources and systems capable of translating storytelling's recognized value into consistent practice. For storytelling to succeed in an enterprise context, leaders must coordinate organizational resources around a single strategy — one that treats stories as knowledge assets, delivered to the right audiences, at the right time, in ways that achieve organizational goals. This book builds that strategy. It situates it within the knowledge services continuum and demonstrates how it operates across an organization's core functions: operations, marketing, finance, and human resources. For each function, it shows how knowledge and narrative already shape practice, and how a coordinated storytelling strategy can be applied more deliberately. The result is a framework for enterprise knowledge that treats storytelling not as an isolated communication skill, but as narrative infrastructure — connecting knowledge services, organizational communication, and the practical work of every core business function.
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