A Universe Of Stories: Mobilizing Narrative Practices During Transformative Change
How can storytelling be used to influence acceptance of an ongoing organizational transformation? In this article, we try to answer this question by examining how, over three decades, Italian company Alessi documented its transformation from a manufacturer of kitchen steel utensils to a producer of a variety of household objects purchased also for their symbolic value. The leader behind Alessi’s transformation, Alberto Alessi, orchestrated such storytelling effort, targeting employees, customers, retailers, and visitors to Alessi exhibitions. Our findings uncover how stories can be used to win audiences’ endorsement of change through narrative practices aimed at: (a) constructing a collective memory of change, (b) depicting change as a novel but coherent departure from the past, and (c) portraying change as a transcendent endeavor.
