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Storytelling vid ett generationsskifte: En kvalitativ studie om hur storytelling kan bistå ledningens arbete med förändringar i samband med ett generationsskifte
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Interest in storytelling has grown over the 20th century while society has evolved in a direction where myths, rituals and stories are seen as valuable. The myths and stories serve as guidelines in society and organizations and make sense to organizations and its identity. It is important to make use of the stories of organizational changes, because they are such a central part of the organization's identity. A generational shift is a normal stage in a company's development and survival; however, a change of CEO is often associated with organizational changes, which can lead to the momentum of the organization being broken. It is important that the younger generation understands organizational culture in the event of a generational change, otherwise employees can oppose management's future organizational changes as they can be seen as a threat to culture. Lack of communication is a common reason why change fails; it is thus an important tool for management and managers in an organization. Storytelling is a useful communication tool that can strengthen the culture of an organization. Thus, the study finds interest in examining, from a management perspective, how the communication tool storytelling can assist work on changes in the context of a generational change in an organization with strong organizational culture. To investigate this, a qualitative case study has been carried out, where a combination of a goal-driven selection and a snowball selection has been used. Empirin is collected at Hyreslandslaget through semi-structured interviews. The theoretical frame of reference contains storytelling and the factors linked to organizational change from a management perspective; communication, organizational culture and leadership. The results show that management, using storytelling, can create legitimacy for organizational changes among its employees. The tool can also help spread information and create security for both employees and the new management in the event of a generational change. However, the tool needs to be used in a planned and structured way to be most efficient.

Place, publisher, year, edition, pages
2019. , p. 39
Keywords [en]
storytelling, organizational change, organizational culture, generational change and communication
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-40339OAI: oai:DiVA.org:sh-40339DiVA, id: diva2:1412823
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2020-03-10 Created: 2020-03-08 Last updated: 2020-03-10Bibliographically approved

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3132333435363734 of 50
CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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