Organizational storytelling is an emerging discipline in the study of management

Management

Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively...

, strategy

Strategy

Strategy, a word of military origin, refers to a plan of action designed to achieve a particular goal. In military usage strategy is distinct from tactics, which are concerned with the conduct of an engagement, while strategy is concerned with how different engagements are linked...

 and organization studies. As an emerging discipline it is contested ground, with some academics describing it is a purposeful tool to be used by business people, and others describing it is a way of understanding and interpreting organizational life.

For those that believe it to be a powerful managerial tool, it is seen as the key leadership

Leadership

Leadership has been described as the “process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task". Other in-depth definitions of leadership have also emerged.-Theories:...

 competency for the 21st century. Knowing how to deliver a story effectively combined with knowing the right story to tell is a powerful influencing and communication skill. It can be used to connect employees to strategy by providing understanding, belief and ultimately motivation in the personal contribution that employees can make. Several books and articles have been written from this perspective. Besides an essential leadership competency for all leaders it is also a powerful communication

Communication

Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...

 and change management technique.

For those who believe it is an interpretativist

Interpretivism

Interpretivism is a school of thought in contemporary jurisprudence and the philosophy of law. The main claims of interpretivism are that*Law is not a set of given data, conventions or physical facts, but what lawyers aim to construct or obtain in their practice. This marks a first difference...

 methodology

Methodology

Methodology is generally a guideline for solving a problem, with specificcomponents such as phases, tasks, methods, techniques and tools . It can be defined also as follows:...

for deciphering a deeper understanding of organizational life, storied accounts represent a unique insight into how individuals make sense of their world.