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Managerial storytelling: Skill, art and luck?

Lookup NU author(s): Dr Stefanie ReissnerORCiD, Dr Victoria PaganORCiD



This is the authors' accepted manuscript of a conference proceedings (inc. abstract) published in its final definitive form in 2012. For re-use rights please refer to the publishers terms and conditions.


The use of storytelling as a tool for managerial communication has been widely advocated in recent years, particularly in publications aimed at practitioners. Our research develops the current debate about whether storytelling in management practice is a skill or an art by adding the notion of luck. Deriving from one of the first empirical studies on storytelling in management practice, this paper identifies factors that impact on the effectiveness of storytelling in managerial communication. Specifically, it explores the extent to which these factors can be designed and controlled and the extent to which they are uncontrollable and down to chance or luck. We conclude that effective managerial storytelling consists of factors of skill, factors of art and factors of luck and that notions of storytelling as a tool for managerial communication should therefore not be taken literally.

Publication metadata

Author(s): Reissner SC, Pagan V

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: 28th EGOS Colloquium 'Design!?'

Year of Conference: 2012

Date deposited: 07/06/2012