Premium
Storytelling at Juniper Networks connects a global organization to the values and behaviors of success
Author(s) -
Ohara Stacey Clark,
Cherniss Mariah
Publication year - 2010
Publication title -
global business and organizational excellence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.227
H-Index - 16
eISSN - 1932-2062
pISSN - 1932-2054
DOI - 10.1002/joe.20336
Subject(s) - storytelling , juniper , business , identity (music) , key (lock) , public relations , organizational culture , knowledge management , sociology , marketing , computer science , political science , aesthetics , ecology , linguistics , narrative , computer security , biology , philosophy
Culture had begun to drift in this high‐tech company, and new challenges called for some new behaviors to position the business for its second decade. Storytelling became the perfect tool to foster a deeper understanding of the company culture and unite employees across the organization, and it is now a key organizational capability for sustaining the Juniper Way. The authors describe the impact of growth on the culture of this start‐up, and detail a comprehensive storytelling initiative to integrate Juniper values and desired behaviors into a now global organization. They also discuss the ways storytelling was recently used to help launch a new business strategy and brand identity. © 2010 Wiley Periodicals, Inc.