Storytelling as a communication tool for establishing an organizational culture focused on changes in sport organization

Abstract

The concept of organizational culture as a context in which information, ideas, beliefs and ideologies of different organizations are exchanged, in which there are also political changes, is in the recent years receiving more attention, both in theory and in practice. More attention is paid to the skills and abbilities of the organizations to make changes in order to provide internal coherence, identity and image communication and the expected outcomes. The economic sustainability, which is difficult to predict, is more easily provided if the organization has culture directed towards changes and if storytelling techniques are used to communicate the changes. Among other things, this led researchers and practitioners to direct themselves more to the study of the influence of the organizational culture and storytelling, as a communicational technique, to the organizational sustainability and changes. We believe that the most efficient and economical way for making organizational changes, and creating changes of the oriented organizational culture is by storytelling as a communication tool.

Keywords

• organizational culture
• communication
• storytelling
• organizational changes