Kapitel in diesem Buch

1. Frontmatter i
2. contents vii
3. preface ix
4. 1. Why Explore Story telling in Business ? 1
5. 2. A FRAMEWORK FOR ORGANIZATIONAL STORYTELLING 22
6. 3. STORIES ABOUT STRATEGY: SCHERING-PLOUGH 53
7. 4. SCHERING-PLOUGH: LESSONS LEARNED 71
8. 5. STORIES AND THE CORPORATE BRAND: CHEVRON 90
9. 6. CHEVRON: LESSONS LEARNED 111
10. 7. DIGITAL STORIES FOR BUSINESS: FEDEX 126
11. 8. FEDEX: LESSONS LEARNED 144
12. 9. STORYTELLING WORKSHOP FOR CHANGE: PHILIPS 158
13. 10. PHILIPS: LESSONS LEARNED 187
14. 11. ENDING WITH A BEGINNING 205
15. ACKNOWLEDGMENTS 223
16. NOTES 231
17. INDEX 273