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Title: Modelling change using a novel business narrative modelling language
Author: Oliveira, Manuel Au-Yong
Ferreira, João José Pinto
Keywords: Strategic change communication, modelling language, narrative, storytelling, the language of film, value creation
Issue Date: 23-Sep-2010
Publisher: EIASM
Abstract: Purpose – This paper is developed in the realm of strategic change communication. The purpose of this paper is to present our Business Narrative Modelling Language (BNML) as a tool for facilitating change. Design/methodology/approach – The paper draws on the experience of the authors and on a literature review of other modelling techniques which are seen to be mainstream alternatives to our BNML. Several case studies (involving action research as well as other research methods) have been performed using BNML and inspire the text. Findings – We have found that as concerns the management of strategic change most important of all is to be able to change the mindset of entrepreneurs, senior managers and other key leaders in organizations. In one case in particular, this involved moving from desperation to the possession of a positive vision for the future - BNML helped provide a new vision in a down-to-earth way, comprehensible across the organization, at all levels. Research implications – The potentially negative attitude towards the narrative and storytelling and pictorial representations needs to be overcome and it is necessary to devise new methods to inspire change at all levels in organizations. Practical implications – It is our conviction that the importance of communication, and how it aids change initiatives, should be duly appreciated. We hope to show in our future research efforts that BNML can help to achieve change objectives. Originality and value – This paper contributes to change management theory building on Eriksen (2008) – change is of a personal nature – and Quinn et al. (2000) – change must occur in the mind. Neurologist Damásio (2000) has shown that the feeling of what happens is like a “film in our brain” which we try to reproduce and reinforce with our BNML which proposes an innovative modelling language and business narrative and uses them as a communication tool in a dialogue for change. Paper type – Conceptual paper.
Description: Paper publicado no site da workshop.
Peer review: yes
Appears in Collections:DEGEIT - Comunicações

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