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The role of storytelling in the innovation process
Author(s) -
Sergeeva Natalya,
Trifilova Anna
Publication year - 2018
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/caim.12295
Subject(s) - storytelling , key (lock) , process (computing) , business , perception , innovation process , knowledge management , sociology , marketing , narrative , work in process , computer science , psychology , philosophy , linguistics , computer security , neuroscience , operating system
In this article we explore a key challenge in the innovation process around how an innovation might be articulated and communicated in organizations. Articulating innovative ideas, refining them, drawing others into the vision and gaining their support is a key part of this process. It is essentially a process of “storytelling”— constructing and sharing stories that reflect on personal experiences and involvement in the innovation process. This paper is based on managers' own perceptions about storytelling throughout the innovation process. Twenty‐nine semi‐structured interviews were conducted with innovation managers and other senior managers from UK construction/infrastructure project‐based firms. The findings demonstrate that storytelling is essential for presenting innovative ideas and getting interest and support from others. It also plays a key role in motivating organizational members to innovate, and in promoting innovation success stories more widely. It is through storytelling that the image of firms as being and becoming “innovative” is constructed.