If Everyone Knew What Everyone Knows, Everyone Would Know More- How Organisational Storytelling Can Be Used to Manage Tacit Knowledge

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If Everyone Knew What Everyone Knows,

Everyone Would Know More

- How Organisational Storytelling can be used to Manage Tacit Knowledge

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Abstract

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Table of Contents

1

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Introduction ... 4

! 1.1! Background ... 4! 1.2! Problem ... 6!

2

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Purpose ... 7

! 2.1! Research Questions ... 7! 2.2! Definitions ... 7!

3

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Frame of Reference ... 8

! 3.1! Knowledge-based Theory ... 8! 3.2! Knowledge Management ... 9! 3.2.1! Knowledge Creation ... 9! 3.2.2! Knowledge Retention ... 11! 3.2.3! Knowledge Transfer ... 12!

3.2.4! Tacit Knowledge in Knowledge Management ... 13!

3.3! Organisational Storytelling ... 13!

3.3.1! Cognitive Dimensions of Organisational Storytelling ... 14!

3.3.2! Classification of Organisational Stories ... 14!

4

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Method ... 15

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4.1! Research Approach ... 15!

4.2! Research Purpose ... 15!

4.3! Research Strategy ... 15!

4.3.1! Case Study ... 15!

4.3.1.1! SCA Packaging Sweden ... 16!

4.3.1.2! Qualitative Study in Case Studies ... 17!

4.4! Data Collection ... 17! 4.4.1! Primary Data ... 17! 4.4.1.1! In-depth Interviews ... 18! 4.4.1.2! Semi-structured Interviews ... 18! 4.4.1.3! Validation of Interviews ... 19! 4.4.2! Secondary Data ... 21! 4.4.2.1! Classification of Stories ... 21! 4.5! Analysis of Data ... 22!

5

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SCAP as a Storytelling Organisation ... 23

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5.1! Organisational Storytelling in SCAP ... 23!

5.1.1! Reasons for Implementing Organisational Storytelling ... 23!

5.1.2! How SCAP Implemented Organisational Storytelling ... 23!

5.1.3! Extensions of Legenden in SCAP ... 25!

5.2! How SCAP Exercise Organisational Storytelling ... 25!

5.2.1! Functions of Organisational Storytelling in SCAP ... 25!

5.2.2! Frequency ... 26!

5.3! Reactions to Legenden ... 27!

5.3.1! Employees Perception of Organisational Storytelling ... 27!

5.3.2! Effects of Organisational Storytelling ... 28!

5.4! Organisational Storytelling as a Tool for Organisational Learning ... 29!

--! 5.5! Classification of Legenden ... 30! 5.5.1! Content ... 30! 5.5.2! Metaphor ... 31! 5.5.3! Information ... 31! 5.5.4! Experience ... 31! 5.5.5! Corporate Values ... 32! 5.5.6! Sales Technique ... 32! 5.5.7! Educational ... 32!

6

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Analysis ... 33

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6.1! Tacit Knowledge in SCAP ... 33!

6.2! Classifications of Legenden ... 34!

6.3! Knowledge Creation ... 35!

6.4! Knowledge Retention ... 36!

6.5! Knowledge Transfer ... 38!

6.6! Effectiveness of Organisational Storytelling in SCAP ... 39!

7

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Conclusion ... 40

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8

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Discussion ... 41

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8.1! Limitations ... 42!

8.2! Implications for managers ... 42!

8.3! Contribution ... 43! 8.4! Future Research ... 43!

List of references ... 45

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Figures

Figure 3-1! Modes of the Knowledge Creation ... 9!

Figure 3-2! The Spiral of Knowledge Creation ... 11!

Figure 3-3! Levels of maturity ... 11!

Tables

Chart 4-1! Interviews ... 20!

Chart 4-2! Definitions ... 21!

Chart 5-1! Classification of Legenden ... 31!

Appendix

Appendix 1 Unstructured Initial Interview ... 49!

Appendix 2 In-depth interview ... 50!

Appendix 3 Semi-structured Interviews ... 51!

Appendix 4 Classification of Legenden ... 52! !

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1

Introduction

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1.1

Background

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1.2

Problem

G/!$(/,&3A()#)C!()7#/-+#,-(/+!A%C+-$#'!)&+(0)$&+!#)&!/(!'(/7&)!#+!I-,#'!#+!-/,&''&$L ,0#'!#++&,+S!=%&)&H()&N!,%&!3#/#7&3&/,!(H!@/(.'&27&!%#+!8&$(3&!-/$)&#+-/7'C!-3L A(),#/,! H()! ()7#/-+#,-(/+S! U&+&#)$%! %#+! +%(./! ,%#,! #! 7)&#,! 3#R()-,C! (H! ,%&! @/(.'&27&! -/! ()7#/-+#,-(/+! -+! ,#$-,S! =#$-,! @/(.'&27&! -+! I#'0#8'&! +-/$&! -,! $(/,#-/+! +@-''+N!&TA&)-&/$&+!#/2!(,%&)!,CA&+!(H!-3A(),#/,!@/(.'&27&N!.%-$%!3#C!8&!'(+,!20&! ,%&!2-HH-$0',-&+!(H!3#/#7-/7!,%-+!,CA&!(H!@/(.'&27&S!=%&)&H()&N!,%&!+,)#,&7-$!3#/L #7&3&/,!(H!@/(.'&27&N!&+A&$-#''C!,%&!3#/#7&3&/,!(H!+-2)+#*.%$'"(6"N!%#+!8&$(3&! $)0$-#'!H()!()7#/-+#,-(/+!-/!7#-/-/7!$(3A&,-,-I&!#2I#/,#7&S!! =%&!A(,&/,-#'!'(++!(H!I#'0#8'&!,#$-,!@/(.'&27&!-+!#!$(/+,#/,!)-+@!H()!$(/,&3A()#)C! ()7#/-+#,-(/+S!1,!,%&!+#3&!,-3&N!,%&)&!-+!#!'#$@!(H!)&+&#)$%!(/!%(.!,(!3#/#7&!,#$-,! @/(.'&27&S!=%&)&H()&N!,%&)&!#)&!/(,!C&,!#/C!.&''L#$@/(.'&27&2!+,)#,&7-&+!H()!,%-+! A0)A(+&S!?(/+&g0&/,'CN!,(!)&20$&!,%-+!)-+@N!,%&)&!-+!#!/&&2!H()!+,)#,&7-&+!,(!3#/#7&! ,#$-,!@/(.'&27&S!!!! G,!%#+N!-/!)&$&/,!)&+&#)$%N!8&&/!+%(./!,%#,!()7#/-+#,-(/#'!+,()-&+!%#I&!,%&!A(,&/,-#'! (H!$#))C-/7!,#$-,!@/(.'&27&!#/2!3#@&!-,!3()&!,#/7-8'&S!a&I&),%&'&++N!,%&!)&+&#)$%! (/!()7#/-+#,-(/#'!+,()C,&''-/7!-/!)&'#,-(/!,(!3#/#7-/7!,#$-,!@/(.'&27&!-+!+$#/,S!K&! ,%&)&H()&!#-3!,(!&TA'()&!,%&!A(++-8-'-,-&+!(H!0+-/7!()7#/-+#,-(/#'!+,()C,&''-/7!#+!#! ,(('! ,(! 3#/#7&! ,#$-,! @/(.'&27&S! =%-+! .-''! 8&! H0),%&)! -/,)(20$&2! -/! ,%&! H(''(.-/7! +&$,-(/N!.%&)&!(0)!A0)A(+&!#/2!)&+&#)$%!g0&+,-(/+!.-''!8&!A)&+&/,&2S!!!

e!

2

Purpose

=%&!A0)A(+&!.-,%!,%-+!,%&+-+!-+!,(!-/I&+,-7#,&!.%&,%&)!()7#/-+#,-(/#'!+,()C,&''-/7! $#/!8&!0+&2!#+!#!+,)#,&7C!,(!3#/#7&!,#$-,!@/(.'&27&S!!

2.1

Research Questions

F\!G/!.%#,!.#C+!$#/!()7#/-+#,-(/#'!+,()-&+!$#))C!,#$-,!@/(.'&27&j!! D\!6(.!$#/!()7#/-+#,-(/#'!+,()C,&''-/7!8&!0+&2!-/!$)&#,-/7N!)&,#-/-/7!#/2!,)#/+H&)L )-/7!,#$-,!@/(.'&27&j!! f\!G+!()7#/-+#,-(/#'!+,()C,&''-/7!&HH&$,-I&!-/!3#/#7-/7!,#$-,!@/(.'&27&j#

2.2

Definitions

F.%$'"(6"#G-.-6"A".+H!bSSS!,%&!&TA'-$-,!+,)#,&7-&+N!,(('+N!#/2!A)#$,-$&+!#AA'-&2!8C! 3#/#7&3&/,!,%#,!+&&@!,(!3#@&!@/(.'&27&!#!)&+(0)$&!H()!,%&!()7#/-c#,-(/Sd!Y5$#)L 8)(07%N! DEEQ! AS! ePQ\S! 1$$()2-/7! ,(! 1)7(,&! &,! #'S! YDEEf\! ,%-+! -+! #$%-&I&2! ,%)(07%! $)&#,-(/N!)&,&/,-(/!#/2!,)#/+H&)!(H!@/(.'&27&!-/!()7#/-+#,-(/+S!!

<+/-+"6;H!=%&!A'#//-/7!#/2!$(()2-/#,-(/!(H!#$,-(/+!8C!3#/#7&)+!-/!()2&)!,(!#$%-&I&!

#!+&,!(H!'(/7L,&)3!7(#'+!#/2!(8R&$,-I&+!H()!,%&!()7#/-+#,-(/S!Y`&.-+!_!J-A'&CN!DEFD\S!!!!!!

I/6-.)3-+)%.-'# 3+%/;+"'').6H! bh! #! 2&,#-'&2! /#))#,-I&! (H! A#+,! 3#/#7&3&/,! #$,-(/+N!

&3A'(C&&! -/,&)#$,-(/+N! ()! (,%&)! -/,)#L! ()! &T,)#L! ()7#/-c#,-(/#'! &I&/,+! ,%#,! #)&! $(330/-$#,&2!-/H()3#''C!.-,%-/!,%&!()7#/-c#,-(/Sd!Y5.#A!&,!#'SN!DEEFN!AS!FEf\S!!

<+%/;H!a(/'-/&#)N!H)#73&/,&2N!2-+,)-80,&2!#/2!$(''&$,-I&S!5,()-&+!'&#I&!3()&!,(!,%&!

-3#7-/#,-(/!(H!,%&!'-+,&/&)!+-/$&!,%&!.%('&!$%)(/('(7C!-+!/(,!)&I&#'&2!Y"(R&N!DEEe\S!

G"+-9,%/H! 1! H-70)&! (H! +A&&$%! .%&)&! (/&! ,%-/7! -+! 2&+$)-8&2! -/! ,&)3+! (H! #/(,%&)!

Ya&'+(/!_!O-!O(3&/-$(!DEEe\S!

J-2)+#*.%$'"(6"H!=%&!,CA&!(H!@/(.'&27&N!.%-$%!-+!%-7%'C!A&)+(/#'!#/2!2-HH-$0',!,(!

#),-$0'#,&S! :T#3A'&+! (H! ,#$-,! @/(.'&27&! -/$'02&! +@-''+! #/2! &TA&)-&/$&! Ya(/#@#N! FZZX\S!!

KE9')2)+#*.%$'"(6"H!=%&!,CA&!(H!@/(.'&27&N!.%-$%!$#/!8&!&TA)&++&2!-/!.()2+!#/2!

/038&)+S!:T#3A'&+!(H!&TA'-$-,!@/(.'&27&!-/$'02&!2($03&/,&2!A)($&20)&+!#/2!)&L +&#)$%!H-/2-/7+!YK#'+%!_!"#),0/&@N!DEEe\S!

Q!

3

Frame of Reference

=%-+! H)#3&! (H! )&H&)&/$&! .-''! ,)&#,! +(3&! $&/,)#'! #+A&$,+! .-,%-/! @/(.'&27&L8#+&2! ,%&()C!#/2!@/(.'&27&!3#/#7&3&/,N!-/$'02-/7!-,+!+08!A)($&++&+!(H!@/(.'&27&!$)&L #,-(/N!)&,&/,-(/!#/2!,)#/+H&)S!>0),%&)N!-,!.-''!2-+$0++!%(.!,#$-,!@/(.'&27&!+%(0'2! 8&!,)&#,&2!-/!()2&)!,(!3#@&!-,!3()&!,#/7-8'&!#/2!H-/-+%&+!.-,%!#!+&$,-(/!(/!()7#/-L +#,-(/#'!+,()C,&''-/7!#/2!-,+!$'#++-H-$#,-(/S!!

3.1

Knowledge-based Theory

J/(.'&27&L8#+&2! ,%&()C! (H! ,%&! H-)3! 80-'2+! (/! ,%&! A)&I-(0+! #/2! .&''L #$@/(.'&27&2!)&+(0)$&L8#+&2!,%&()C!(H!,%&!H-)3S!=%-+!)&+(0)$&L8#+&2!,%&()C!+07L 7&+,+!,%#,!#!H-)3!+%(0'2!8#+&!-,+!+,)#,&7C!(/!-,+!0/-g0&!@&C!)&+(0)$&+!#/2!$#A#8-'-L ,-&+!,(!+,#C!$(3A&,-,-I&!Y"#)/&CN!FZZF\S!=%&!,%&()C!H0),%&)!+077&+,+!,%#,!,%&+&!@&C! )&+(0)$&+! +%(0'2! H0'H-'! $&),#-/! )&g0-)&3&/,+! (H! 8&-/7! I#'0#8'&N! )#)&N! -3A&)H&$,'C! -3-,#8'&!#/2!/(/L+08+,-,0,#8'&!-/!()2&)!,(!(HH&)!$(3A&,-,-I&!#2I#/,#7&!,(!,%&!H-)3S!! !

=(2#CN!*.%$'"(6"!%#+!#)70#8'C!8&$(3&!,%&!3(+,!-3A(),#/,!)&+(0)$&!H()!#!H-)3!,(! +,#C! $(3A&,-,-I&! Y])#/,N! FZZ[\S! =%0+N! #! @/(.'&27&L8#+&2! ,%&()C! (H! ,%&! H-)3! %#+! &I('I&2!H)(3!,%&!)&+(0)$&L8#+&2!,%&()CS!J/(.'&27&!-+!-3A(),#/,!+-/$&!-,!-+!-/,#/L 7-8'&!#/2!+A&$-H-$!H()!,%&!H-)3!Ya-$@&)+(/!_!k&/7&)N!DEEX\!#/2!&/#8'&+!-//(I#,-(/! #/2! -3A)(I&3&/,+! ,(! 8&$(3&! 3()&! &HH-$-&/,! Ya(/#@#N! =(C#3#! _! a#7#,#N! DEEE\S! 1$$()2-/7!,(!])#/,!YFZZ[\N!@/(.'&27&L8#+&2!,%&()C!2(&+!/(,!$(/+-2&)!@/(.'&27&! 8C! -,! +&'H! #+! 3(+,! -3A(),#/,! 80,! ,%&! ).+"6/-+)%.! (H! -/2-I-20#'+*! 39"2)-')3"(! @/(.'&27&!,(!8&!I-,#'!H()!,%&!H-)3S!=%&!,%&()C!+077&+,+!,%#,!,%&!H-)3*+!A)-3#)C!)('&! -+!,%-+!-/,&7)#,-(/!(H!@/(.'&27&S!=%-+!+077&+,-(/!-+!8#+&2!(/!,%&!#++03A,-(/+!,%#,! @/(.'&27&!-+!,%&!3(+,!-3A(),#/,!$#A#8-'-,C!(H!A)(20$,-(/!#/2!&HH-$-&/$C!)&g0-)&+! @/(.'&27&!,(!8&!$)&#,&2!#/2!+,()&2!.-,%-/!,%&!-/2-I-20#'S!>0),%&)N!3#/C!,CA&+!(H! +A&$-#'-+&2!@/(.'&27&!-+!)&g0-)&2!H()!A)(20$,-(/!Y])#/,N!FZZ[\S! !

5-3-'#)'C! ,(! ])#/,! YFZZ[\N! +&I&)#'! )&+&#)$%&)+! %#I&! ,#@&/! (/! #! @/(.'&27&L8#+&2! #AA)(#$%!-/!,%&-)!)&+&#)$%S!a(/#@#!&,!#'S!YDEEE\!+077&+,!@/(.'&27&!,(!8&!&38&2L 2&2! -/! %03#/+! #/2! H($0+! @/(.'&27&L8#+&2! ,%&()C! (/! ,%&! $)&#,-(/! (H! @/(.'&27&! H)(3!&T-+,-/7!@/(.'&27&!#/2!-/H()3#,-(/S!1)7(,&!&,!#'S!YDEEf\!#)70&!@/(.'&27&L 8#+&2!,%&()C!,(!2&#'!.-,%!,%&!$(/,&/,!(H!()7#/-+#,-(/#'!#$,-I-,-&+S!a-$@&)+(/!&,!#'S! YDEEX\!%#I&!2&I&'(A&2!@/(.'&27&L8#+&2!,%&()C!H0),%&)!8C!+,#,-/7!,%&!7&/&)#,-/7! (H!/&.!@/(.'&27&!,(!8&!,%&!3(+,!$)0$-#'!$#A#8-'-,C!(H!#/!()7#/-+#,-(/S!B()&(I&)N! @/(.'&27&L8#+&2! ,%&()C! -/$'02&+! 8(,%! ,#$-,! #/2! &TA'-$-,! @/(.'&27&S! 6(.&I&)N! -,! A0,! &3A%#+-+! (/! ,#$-,! @/(.'&27&N! 8&$#0+&! (H! ,%&! 2-HH-$0',-&+! -/! ,)#/+H&))-/7! ,%-+! ,CA&!(H!@/(.'&27&!Y])#/,N!FZZ[\S!!

Z!

3.2

Knowledge Management

J/(.'&27&! 3#/#7&3&/,! %#+! 7#-/&2! 3()&! #,,&/,-(/! -/! )&+&#)$%! -/! )&$&/,! C&#)+! Y1)7(,&!&,!#'SN!DEEf^!5$#)8)(07%N!DEEQ\S!G,!-+!#!30',-2-+$-A'-/#)C!H-&'2!#/2!,%&)&H()&N! ,(! H#$-'-,#,&! #/2! %#I&! #! $'&#)! H($0+N! ,%-+! A#A&)! .-''! ,#@&! (/! ,%&! 2&+$)-A,-(/! (H! @/(.'&27&! 3#/#7&3&/,! 0+&2! 8C! 1)7(,&! &,! #'S! YDEEf\S! =%&-)! 2&+$)-A,-(/! ,)&#,+! +(3&! H0/2#3&/,#'! g0&+,-(/+! (H! @/(.'&27&! -/! #/! ()7#/-+#,-(/S! >-)+,'CN! %(.! -,! -+!

2/"-+"(!.-,%-/!#/!()7#/-+#,-(/N!+&$(/2'CN!%(.!-,!-+!/"+-)."(!.-,%-/!#/!()7#/-+#,-(/!

,(!'#+,!(I&)!,-3&S!>-/#''CN!-,!,)&#,+!%(.!@/(.'&27&!-+!+/-.35"//"(!.-,%-/!,%&!()7#/-L +#,-(/!Y1)7(,&!&,!#'SN!DEEf\S!=%&!2-HH&)&/,!A)($&++&+!#)&!+&A#)#,&!C&,!%-7%'C!-/,&))&L '#,&2^! (/&! $#//(,! &T-+,! .-,%(0,! ,%&! (,%&)S! =(! -''0+,)#,&^! @/(.'&27&! $)&#,-(/! #/2! @/(.'&27&! )&,&/,-(/! -+! $'(+&'C! '-/@&2! .-,%! @/(.'&27&! ,)#/+H&))#'N! .-,%(0,! ,%&! ,)#/+H&))#'!(H!@/(.'&27&!#/!()7#/-+#,-(/!$#/!%#)2'C!)&,#-/!@/(.'&27&!Y1)7(,&!&,! #'SN!DEEf\S!

3.2.1 Knowledge Creation

=%&!@/(.'&27&!$)&#,-(/!A)($&++!&3&)7&+!.%&/!@/(.'&27&!-+!+%#A&2!-/!#/!()7#/-L +#,-(/! Y1)7(,&! &,! #'SN! DEEf\S! >()! ,%-+N! #/! -/,&7)#,-(/! #/2! ,)#/+H()3#,-(/! 8&,.&&/! ,#$-,!#/2!&TA'-$-,!@/(.'&27&!,%)(07%!$(330/-,-&+!#/2!+($-#'!-/,&)#$,-(/!-+!/&&2&2! Ya(/#@#N! FZZX\S! 5-3-'#)'CN! "#,%&',N! B#'38&)7! #/2! B#+@&''! YDEEX\! +,)&++! ,%&! -3L A(),#/$&!(H!-/2-I-20#'+!.()@-/7!,(7&,%&)!,(!'&#)/!#/2!$)&#,&!@/(.'&27&!(/!#/!()L 7#/-+#,-(/#'!'&I&'S!a(/#@#!YFZZX\!%#+!2&I&'(A&2!#!3(2&'!H()!@/(.'&27&!$)&#,-(/S! =%&!3(2&'!,)&#,+!8(,%!,#$-,!#/2!&TA'-$-,!@/(.'&27&!#/2!,%&!-/,&)#$,-(/!(H!,%&!,.(S! >()!,%&!@/(.'&27&!$)&#,-(/!A)($&++!,(!.()@!#!$(/I&)+-(/!8&,.&&/!,#$-,!#/2!&TA'-$L -,!@/(.'&27&!-+!/&&2&2S!G/!,%&!3(2&'!H(0)!3(2&+!(H!@/(.'&27&!$(/I&)+-(/!-+!$#AL ,0)&24!+($-#'-c#,-(/N!$(38-/#,-(/N!&T,&)/#'-c#,-(/N!#/2!-/,&)/#'-c#,-(/S!!=%-+!-+!-''0+L ,)#,&2!-/!H-70)&!fLFS!!! ! >-70)&!fLF! B(2&+!(H!,%&!J/(.'&27&!?)&#,-(/! ! a(/#@#N!FZZXN!ASFZ!

FE!

=%&!3%2)-')L-+)%.!3(2&!,)&#,+!,%&!$(/I&)+-(/!(H!,#$-,!@/(.'&27&!,(!,#$-,!@/(.'&27&S! :3A'(C&&+!'&#)/!H)(3!3()&!&TA&)-&/$&2!.()@&)+!,%)(07%!(8+&)I#,-(/!#/2!-3-,#L ,-(/S! :TA&)-&/$&! -+! 3(+,! -3A(),#/,! H()! ,%&! +%#)-/7! (H! ,#$-,! @/(.'&27&! #/2! ,%-+! -+! H(0/2!-/!#!+($-#'!$(/,&T,!(H!&3(,-(/+S!6(.&I&)N!,%&)&!#)&!)&+,)-$,-(/+!-/!,%&!0+#7&! (H! A0)&! +($-#'-c#,-(/! #+!-,! -+! 2-HH-$0',! ,(! #AA'C! -/! (,%&)! +($-#'! $(/,&T,+! Ya(/#@#N! FZZX\S!=%-+!I-&.!-+!+%#)&2!8C!138)(+-/-!#/2!"(.3#/!YDEEF\N!.%(!+077&+,!,#$-,! @/(.'&27&!-+!H(0/2!-/!2&&A!)&'#,-(/+%-A+!8&,.&&/!$(''&7&+N!#/2!,%&)&H()&N!2-HH-$0',! ,(!#AA'C!-/!(,%&)!+&,,-/7+S!M/!,%&!()7#/-+#,-(/#'!'&I&'N!,%&!-/-,-#'!A#),!(H!@/(.'&27&! -+!$)&#,&2!,%)(07%!$(3A(+&2!,&#3+!(H!-/,&)#$,-(/+!,%#,!&/#8'&!+%#)-/7!(H!&TA&)-L &/$&+!Ya(/#@#N!FZZX\S!!

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3.2.4 Tacit Knowledge in Knowledge Management

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3.3

Organisational Storytelling

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,)#/+H&))-/7! ,#$-,! @/(.'&27&S! =%&)&H()&N! 3#/#7&)-#'! +C+,&3+N! /()3+! #/2! I#'0&+! $#/!8&!$(330/-$#,&2!,%)(07%!/#))#,-I&+S!

3.3.1 Cognitive Dimensions of Organisational Storytelling

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

3.3.2 Classification of Organisational Stories

`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b2&#'-/7!.-,%!(8+,#$'&+d!$#/!H()!-/+,#/$&!$(330/-$#,&!%(.! 3#/#7&3&/,!$#)&+!#8(0,!g0#'-,C!#+!.&''!#+!&3A'(C&&+!H0,0)&!$#)&&)!A(++-8-'-,-&+S! >0),%&)N!,%&!+#3&!+,()C!$#/!$(/,#-/!8(,%!,#$-,!#/2!&TA'-$-,!@/(.'&27&N!.-,%!#!$'&#)! &TA'-$-,! $(/,&/,! #/2! 0/2&)'C-/7! ,#$-,! 2-3&/+-(/+S! 122-,-(/#''CN! ,)0&! +,()-&+! #)&! 3()&!&HH&$,-I&!,%#/!#),-H-$-#'!Y5.#A!&,!#'SN!DEEF\S!a(,#8'&!.%&/!2&#'-/7!.-,%!2&&A! +A&$-H-$!@/(.'&27&!+0$%!#+!#2I#/$&2!3#/#7&)-#'!+C+,&3+N!3()&!&TA'-$-,!3&#/+!(H! &20$#,-(/!#)&!/&&2&2!+-/$&!+,()-&+!'&#I&+!,((!30$%!)((3!H()!-/,&)A)&,#,-(/!Y5.#A! &,!#'SN!DEEF\S!

FP!

4

Method

4.1

Research Approach

K%&/!$(/20$,-/7!#!+,02CN!,.(!2-HH&)&/,!/"3"-/2,#-99/%-2,"3!$#/!8&!0+&2N!-/20$,-I&! #/2!2&20$,-I&!Y5#0/2&)+N!`&.-+!_!=%()/%-''N!DEEf\S!=%&!2&20$,-I&!#AA)(#$%!,&+,+! ,%&()C!,%)(07%!2#,#N!.%&)&#+!,%&!-/20$,-I&!#AA)(#$%!2&I&'(A+!,%&()C!#+!#!)&+0',!(H! ,%&! #/#'C+-+! (H! 2#,#S! =%-+! ,%&+-+! %#+! ,#@&/! #/! -/20$,-I&! #AA)(#$%S! 1$$()2-/7! ,(! 5#0/2&)+!&,!#'S!YDEEf\N!,%-+!3#C!8&!0+&2!.%&/!,%&)&!-+!#/!-/,&)&+,!(H!,%&!#$,0#'!$(/L ,&T,!-/!.%-$%!,%&!&I&/,!-+!,#@-/7!A'#$&S!>0),%&)N!,%&!-/20$,-I&!#AA)(#$%!-+!0+&H0'!-H! ,%&)&!-+!'-3-,&2!#$$&++!,(!2#,#!()!'#$@!(H!A)-()!@/(.'&27&!-/!,%&!+08R&$,!Y5#0/2&)+! &,!#'SN!DEEf\S!=%&!(8R&$,-I&!(H!,%-+!,%&+-+!-+!,(!H-/2!(0,!.%&,%&)!()7#/-+#,-(/#'!+,()CL ,&''-/7!$#/!8&!0+&2!#+!#!+,)#,&7C!,(!3#/#7&!,#$-,!@/(.'&27&S!5-/$&!()7#/-+#,-(/#'! +,()C,&''-/7! -+! %-7%'C! $(/,&T,0#'-+&2! #/2! /(,! .&''! )&+&#)$%&2! -/! @/(.'&27&! 3#/L #7&3&/,!'-,&)#,0)&N!,%-+!+08R&$,!/&&2+!,(!8&!8&,,&)!0/2&)+,((2!-/!()2&)!,(!7#-/!/&.! -/+-7%,+!#/2!,%&)&H()&!#/!-/20$,-I&!#AA)(#$%!-+!0+&2S!

4.2

Research Purpose

=%&)&! #)&! ,%)&&! 8#+-$! ,CA&+! (H! )&+&#)$%! 2&+-7/^! &TA'()#,()C! )&+&#)$%N! 2&+$)-A,-I&! )&+&#)$%! #/2! $#+0#'! )&+&#)$%S! :TA'()#,()C! )&+&#)$%! -+! 0+&2! .%&/! ,%&! )&+&#)$%! ,(A-$!-+!/(,!.&''!7)(0/2&2!-/!,%&()C!Y]%#0)-!_!])l/%#07N!DEFE\S!O0&!,(!,%&!'#$@!(H! A)-()! @/(.'&27&! -/! %(.! ()7#/-+#,-(/#'! +,()C,&''-/7! $#/! 8&! 0+&2! ,(! 3#/#7&! ,#$-,! @/(.'&27&N! ,%-+! ,%&+-+! -+! #/! &TA'()#,()C! +,02CS! >)(3! -/-,-#'! 2#,#! $(''&$,-(/N! ,%&! 2-)&$,-(/! (H! ,%-+! ,%&+-+! %#+! +(3&.%#,! $%#/7&2S! =%-+! -+! %(.&I&)! $(33(/! .-,%! &TA'()#,()C! )&+&#)$%! #$$()2-/7! ,(! 5#0/2&)+N! `&.-+! #/2! =%()/%-''! YDEEZ\N! .%(! +,#,&!,%#,!-,!-+!#!H'&T-8'&!#AA)(#$%!-/!.%-$%!2-)&$,-(/!$(0'2!$%#/7&!#+!/&.!-/+-7%,! 3#C!#AA&#)!H)(3!2#,#S!

4.3

Research Strategy

=%&)&!#)&!+&I&)#'!)&+&#)$%!+,)#,&7-&+!,(!&3A'(C!.%&/!$(/20$,-/7!)&+&#)$%!+0$%!#+! +0)I&C+N!&TA&)-3&/,+!#/2!$#+&!+,02-&+S!K%#,!+,)#,&7C!,(!$%(+&!+%(0'2!8&!8#+&2!(/! ,%&!(8R&$,-I&+!(H!,%&!+,02C!#/2!3&&,!,%&!)&+&#)$%!g0&+,-(/+!Y5#0/2&)+!&,!#'S!DEEZ\S! =%-+! ,%&+-+! %#+! ,#@&/! ,%&! +,)#,&7C! (H! #! $#+&! +,02C! H()! )&#+(/+! .%-$%! .-''! 8&! &TA'#-/&2!-/!,%&!H(''(.-/7!+&$,-(/S!!! 4.3.1 Case Study ?#+&!+,02-&+!#)&!#!$(33(/!,&$%/-g0&!H()!g0#'-,#,-I&!+,02-&+!Y]%#0)-!_!])l/%#07N! DEFE\!#/2!-+!(A,-3-+&2!.%&/!g0&+,-(/+!+0$%!#+!%(.!()!.%C!#)&!,(!8&!#/+.&)&2! #/2!.%&/!3#/C!I#)-#8'&+!#)&!-/$'02&2!.%-$%!3#@&+!-,!%#)2!H()!,%&!)&+&#)$%&)!,(! +,02C!,%&!A%&/(3&/(/!(0,+-2&!-,+!+($-#'!$(/,&T,!Y5#0/2&)+!&,!#'SN!DEEZ\S!5-/$&!,%&! +08R&$,! (H! ,#$-,! @/(.'&27&! -+! %-7%'C! $(3A'&T! #/2! $(/,&T,0#'-+&2! ## 4-3"# 3+&(;#

F[!

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4.3.1.1 SCA Packaging Sweden

5?1! V#$@#7-/7! 5.&2&/! 2&I&'(A+N! A)(20$&+! #/2! 3#)@&,! 3#-/'C! $())07#,&2! $#)2L 8(#)2! A#$@#7&+S! G,! %#+! 8&&/! #! 0/-,! (H! 5.&2&/*+! '#)7&+,! $()A()#,&! 7)(0AN! 5I&/+@#! ?&''0'(+#!1@,-&8('#7&,!Y5?1\N!80,!.#+!-/!9#/0#)C!DEFD!+('2!,(!,%&!:/7'-+%!$()A(L )#,&!7)(0A!O5!53-,%S!5?1!V#$@#7-/7!5.&2&/!(A&)#,&+!-/!3()&!,%#/!FEE!$(0/,)-&+! #/2!%#2!-/!DEFFN!#!/&,!+#'&!(H!D[!8-''-(/!5:J!Y5?1!1//0#'!U&A(),N!DEFF\S!!5?1!V#$@L #7-/7!5.&2&/!%#+!(HH-$&+!-/!mn)/#3(N!]<,&8()7N!B#'3<N!B#)-&+,#2N!5,($@%('3!#/2! a())@<A-/7S! G/! ,%-+! ,%&+-+! 5?1! V#$@#7-/7! 5.&2&/! .-''! %&)&8C! 8&! )&H&))&2! ,(! #+! 5?1VS!

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Fe!

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4.3.1.2 Qualitative Study in Case Studies

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g0#/,-,#,-I&! 3&,%(2! .%&)&8C! ,%&! +08R&$,! $#/! 8&! +,02-&2! ,%)(07%! +,#,-+,-$#'!3&#+0)3&/,+!()!+-3-'#)!,CA&+!(H!2#,#!g#/,-H-$#,-(/!Y]%#0)-!_!])l/%#07N! DEFE\S!1!A)(8'&3!.-,%!g0#'-,#,-I&!$#+&!+,02-&+!-+!,%#,!,%&)&!3#C!8&!2-HH-$0',-&+!,(! 7&/&)#'-+&!,%&3S!=%&!#-3!.-,%!,%-+!+,02C!-+!%(.&I&)!/(,!,(!7&/&)#'-+&!80,!)#,%&)! &TA'()&! %(.! ,%&! A%&/(3&/#! (H! ()7#/-+#,-(/#'! +,()C,&''-/7! $#/! 8&! 0+&2! #+! #! +,)#,&7C!,(!3#/#7&!,#$-,!@/(.'&27&S!!

4.4

Data Collection

1!+/)-.6&'-/#-99/%-2,!%#+!!8&&/!0+&2!H()!,%&!2#,#!$(''&$,-(/!-/!()2&)!,(!I#'-2#,&!,%&!

-,!#/2!3#@&!-,!)&'-#8'&S!K-,%!,%-+!#AA)(#$%!-/H()3#,-(/!-+!I&)-H-&2!8C!7&,,-/7!-,!H)(3! 3()&! ,%#/! ,.(! -/H()3#/,+! Y")C3#/! _! "&''N! DEEe\! #/2! 2-HH&)&/,! +(0)$&+! YV#,,(/N! DEED\S!>()!,%-+!)&#+(/!,%)&&N!0/+,)0$,0)&2!-/,&)I-&.+!%#I&!8&&/!$(/20$,&2N!(/&!-/L! 2&A,%!-/,&)I-&.!.-,%!#!)&A)&+&/,#,-I&!H)(3!,%&!3-22'&!3#/#7&3&/,!#/2!,.(!+&3-L +,)0$,0)&2! -/,&)I-&.+! .-,%! &3A'(C&&+S! >0),%&)N! +&$(/2#)CN! /(/L.)-,,&/! #/2! -/,&)/#'!2($03&/,#,-(/!%#+!8&&/!$#,&7()-+&2!#/2!#/#'C+&2S!=%-+!,#@&+!,%&!H()3!(H! P[! +,()-&+! (H! O"6".(".! Y:/7'-+%! ,)#/+'#,-(/4! =%&! `&7&/2\S! `&7&/2&/! -+! #! H-$,-I&! $%#)#$,&)!#/2!(/&!(H!,%)&&!,(('+!0+&2!-/!5?1V*+!+,()C,&''-/7S!1$$()2-/7!,(!5#0/2&)+! &,!#'S!YDEEZ\!,%-+!H()3!(H!/(/L.)-,,&/N!2($03&/,#)C!2#,#!$#/!8&!0+&2!,(!,)-#/70'#,&! 2#,#! $(''&$,&2! ,%)(07%! -/,&)I-&.+S! 122-,-(/#'CN! #/! (8+&)I#,-(/! (H! 5?1V! mn)/#3(! .#+!3#2&!20)-/7!#!H-&'2!I-+-,S!=%-+!7#I&!0+!I#'0#8'&!-/+-7%,!#/2!@/(.'&27&!#8(0,! A#),+!(H!,%&!()7#/-+#,-(/#'!$0',0)&!#/2!.()@-/7!&/I-)(/3&/,S!=%-+!-+!&3A#%-+&2!8C! i-/!YDEEZ\!.%(!+,#,&+!,%#,!(8+&)I#,-(/+!%&'A!-/!0/2&)+,#/2-/7!,%&!$(/,&T,+!(H!,%&! A%&/(3&/#! +,02-&2S! >-/#''CN! #)$%-I#'! )&$()2+! (H! 5?1V*+! #//0#'! )&A(),! #/2! %(3&A#7&!%#I&!8&&/!0+&2!,(!H0),%&)!I#'-2#,&!,%&!+,02CS!

!

4.4.1 Primary Data

G/,&)I-&.+!#)&!$(/+-2&)&2!#+!,%&!3(+,!-3A(),#/,!+(0)$&!.%&/!$(/20$,-/7!#!$#+&! +,02C!Yi-/N!DEEZ\S!=%&)&!#)&!2-HH&)&/,!,CA&+!(H!-/,&)I-&.+!,(!8&!0+&2S!5#0/2&)+!&,!

FQ!

#'S!YDEEZ\!&TA'#-/+!,%)&&!,CA&+4!+,)0$,0)&2N!+&3-L+,)0$,0)&2!#/2!0/+,)0$,0)&2!#'+(! $#''&2! -/L2&A,%S! =%&! +,)0$,0)&2! -/,&)I-&.! -+! (H,&/! 0+&2! -/! g0#/,-,#,-I&! +,02-&+N! .%&)&#+! ,%&! (,%&)! ,.(! #)&! $(33(/! H()! g0#'-,#,-I&! +,02-&+S! =%-+! ,%&+-+! -+! #! g0#'-,#,-I&! +,02C! #/2! ,%&)&H()&! +&3-L+,)0$,0)&2! #/2! 0/+,)0$,0)&2! ,CA&+! (H! -/,&)I-&&.+!%#I&!8&&/!0+&2S! ! 4.4.1.1 In-depth Interviews G/!0/+,)0$,0)&2!-/,&)I-&.+N!,%&!)&+A(/2&/,!-+!H)&&!,(!2-+$0++!-,+!)&#$,-(/+N!(A-/-(/+! #/2!8&%#I-(0)!)&7#)2-/7!2-HH&)&/,!A%&/(3&/#!Y]%#0)-!_!])l/%#07N!DEFE\S!G/-,-#'! $(/,#$,!H(''(.&2!8C!#/!0/+,)0$,0)&2!-/,&)I-&.!.-,%!,%&!3#)@&,-/7!3#/#7&)!"#)8)(! "&)77)&/! #,! 5?1V! .#+! 3#2&! #,! #/! &#)'C! +,#7&! -/! ,%&! A)($&++S! >)(3! ,%-+! -/-,-#'! -/,&)I-&.!#!2&$-+-(/!$(0'2!8&!3#2&!,(!$%(+&!,%&!$(3A#/C!#+!#!$#+&!+,02CS!=%-+!-+!#! $(33(/!0+&!(H!-/,&)I-&.+!#$$()2-/7!,(!5#0/2&)+!&,!#'S!YDEEZ\N!#+!&#)'C!-/,&)I-&.+! $#/!%&'A!H()30'#,&!,%&!)&+&#)$%!g0&+,-(/+!(H!#!+,02CS!=%&!$%(-$&!.#+!3#2&!,(!'#,&)! $(/20$,! #/! -/L2&A,%! -/,&)I-&.! .-,%! "S! "&)77)&/N! .%(! .#+! ,%&! -3A'&3&/,&)! (H!()7#/-+#,-(/#'!+,()C,&''-/7!-/!DEEfN!#/2!%#+!+-/$&!,%&/!8&&/!,%&!(/&!-/!$%#)7&!H()!! ,%-+!+,)#,&7CS!=%&!-/,&)I-&.!,((@!A'#$&!#,!5?1V!mn)/#3(!#/2!'#+,&2!H()![P!3-/0,&+S! "C! -/,&)I-&.-/7! ,%&! -/-,-#,()N! I#'0#8'&! @/(.'&27&! .#+! 7#-/&2S! =%-+! -/$'02&2! ,%&! +,)#,&7-$! 2-3&/+-(/! (H! ,%&! 0+&! (H! ()7#/-+#,-(/#'! +,()C,&''-/7! #/2! %(.! -,! %#+! 2&I&'(A&2! +-/$&! ,%&! -/,)(20$,-(/S! G/L2&A,%! -/,&)I-&.+! #)&! (H,&/! 0+&2! -/! $#+&! +,02-&+S! 1',%(07%! ,%&)&! -+! /(,! #!+&,! '-+,! (H! g0&+,-(/+N! ,%&! -/,&)I-&.&)+! /&&2! ,(! 8&! $'&#)! (H! .%#,! (8R&$,-I&+! ,%#,! #)&! ,(! 8&! (8,#-/&2! .-,%! ,%&! -/,&)I-&.S! =%-+! ,CA&! (H! -/,&)I-&.!7-I&+!,%&!-/,&)I-&.&&!A(++-8-'-,-&+!,(!7-I&!&TA'#/#,-(/+!3()&!H)&&'C!(H!,%&! )&'&I#/,!&TA&)-&/$&+!$(//&$,&2!,(!,%&!)&+&#)$%!,(A-$!Y5#0/2&)+!&,!#'SN!DEEZ\S!=%&! H#$,!,%#,!,%&!-/-,-#,()!3#C!8&!'&++!(8R&$,-I&!(H!,%&!0+#7&!(H!+,()C,&''-/7!%#I&!8&&/! ,#@&/!-/,(!$(/+-2&)#,-(/!80,!,%&!-/+-7%,!7-I&/!%#+N!/(/&,%&'&++!8&&/!$(/+-2&)&2!(H! 7)&#,!I#'0&!H()!#/#'C+-+S!=%-+!.#+!#'+(!(/&!(H!,%&!)&#+(/+!H()!,)-#/70'#,-/7!,%&!2#,#S! ! 4.4.1.2 Semi-structured Interviews =%&!-/L2&A,%!-/,&)I-&.!'#-2!#!H(0/2#,-(/!(/!.%-$%!,%&!H(''(.-/7!+&3-L+,)0$,0)&2! -/,&)I-&.+!$(0'2!8&!8#+&2!0A(/S!=%&!+&3-L+,)0$,0)&2!-/,&)I-&.+!.&)&!3#2&!.-,%! ,%&!A0)A(+&!(H!I#'-2#,-/7!,%&!H-)+,N!-/L2&A,%!-/,&)I-&.N!#/2!,(!7#-/!I#'0#8'&!-/+-7%,! H)(3!#/!&3A'(C&&!A&)+A&$,-I&!Y]%#0)-!_!])l/%#07N!DEFE\S!=%&!-/,&)I-&.&&+!.&)&! $%(+&/!8C!"S!"&)77)&/!#/2!$#/!,%0+!8&!#!H()3!%5#3.%$?8-''#3-A9').6!#$$()2-/7!,(! 5#0/2&)+! &,! #'S! YDEEZ\S! 6(.&I&)N! ,%&! )&+&#)$%! ,&#3! %#2! $&),#-/! )&g0-)&3&/,+! (H! ,%&! -/,&)I-&.&&+! )&7#)2-/7! 2-HH&)&/,! '&/7,%! (H! &3A'(C3&/,N! .%-$%! 7-I&+! ,%&! +#3A'-/7! #/! #+A&$,! (H! #! 9&/9%3)7"# 3-A9').6! 3&,%(2! #+! .&''S! =%-+! ,&$%/-g0&! -+! $(33(/! -/! $#+&! +,02-&+! .%&)&! ,%&! )&+&#)$%&)! .-+%! ,(! 7#,%&)! A#),-$0'#)'C! -/H()3#,-I&!2#,#!H)(3!+3#''!+#3A'&+!Y5#0/2&)+!&,!#'SN!DEEZ\S!1!/&7#,-I&!#+A&$,!(H! +/(.L8#''!+#3A'-/7!-+!,%&!)-+@!(H!8-#+!#+!,%&!+#3A'&!3#C!8&!%(3(7&/(0+S!=%-+!%#+! 8&&/! ,#@&/! -/,(! $(/+-2&)#,-(/! #/2! ,(! A)&I&/,! ,%-+! 30$%! A)&A#)#,-(/! (H! ,%&!

FZ!

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!

=%&!,.(!+&3-L+,)0$,0)&2!-/,&)I-&.+!.&)&!$(/20$,&2!#+!,&'&A%(/&!-/,&)I-&.+!#/2! '#+,&2!H()!DZ!)&+A&$,-I&'C!D[!3-/0,&+S!=%-+!#AA)(#$%!H#$-'-,#,&+!,%&!$(/,#$,!3#@-/7! A)($&++!.%&)&!A&)+(/#'!$(/,#$,!3#C!8&!-3A)#$,-$#'!20&!,(!2-+,#/$&!#/2!,-3&S!1/! -++0&! .-,%! ,%-+! #AA)(#$%N! -+! ,%#,! -,! 3#C! /(,! 7-I&! -/,&)I-&.+! ,%&! A(++-8-'-,C! ,(! &+,#8'-+%!,)0+,N!.%-$%!3#C!%-/2&)!H0''!)&+A(/+&+!,(!+&/+-,-I&!g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

!

>()! #''! -/,&)I-&.+N! )&'&I#/,! ,%&3&+! .&)&! 2-+$0++&2! #',%(07%! ,%&! ,%&3&+! (H! ,%&! +&3-L+,)0$,0)&2!-/,&)I-&.+!.&)&!3()&!+A&$-H-$S!=%&!0+&!(H!,%&3&+!-+!#!H'&T-8'&!C&,! $(/,)(''&2! .#C! ,(! $(/20$,! -/! 2&A,%! #/2! +&3-L+,)0$,0)&2! -/,&)I-&.+! Y5#0/2&)+! &,! #'SN!DEEZ\!#/2!-+!8&/&H-$-#'!+-/$&!-,!'&#I&!)((3!H()!,%&!$(/,&T,!(H!2-+$(I&)C!Y]%#0)-! _! ])l/%#07N! DEFE\S! =%&! ,%&3&+! .&)&! 2-+$0++&2! H)&&'C! 80,! '&2! 8C! ,%&! )&+&#)$%! ,&#3S!=%-+!-+!&3A%#+-+&2!8C!]%#0)-!#/2!])l/%#07!YDEFE\!.%(!+,#,&+!,%#,!,%&!)('&! (H! ,%&! -/,&)I-&.&)! -+! ,(! 7-I&! '&#2-/7! g0&+,-(/+! #/2! )&$()2! ,%&! )&+A(/+&+! ,(! '#,&)! #/#'C+&! ,%&! %(.! #/2! .%CS! >()! ,%-+! )&#+(/! #/! -/,&7)#,-(/! (H! 2-HH&)&/,! ,CA&+! (H! g0&+,-(/+! +0$%! #+! (A&/! g0&+,-(/+N! A)(8-/7! g0&+,-(/+! #/2! $'(+&2! g0&+,-(/+N! .#+! 0+&2!.%&/!H(0/2!/&&2&2S!

!

4.4.1.3 Validation of Interviews

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

DE!

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!

G/!,%-+!,%&+-+N!.&!%#I&!$%(+&/!,(!)&H&)!,(!-/,&)I-&.+!.-,%!,%&!3#)@&,-/7!3#/#7&)! "#)8)(!"&)77)&/!#+!"S"&)77)&/N!%(.&I&)!)&7#)2-/7!,%&!+&3-L+,)0$,0)&2!-/,&)I-&.+! 8(,%! ! -/,&)I-&.&&+! .&)&! #/(/C3(0+! ,(! #++0)&! $(/H-2&/$&! #/2! (A&/&++S! =%&-)! /#3&+! %#I&! ,%&)&H()&! 8&&/! )&A'#$&2! 8C! 1'A%#! #/2! "&,#! ,%)(07%(0,! ,%&! &/,-)&! +,02CS!=%&!,%&3&+!2-+$0++&2!-/!,%&!-/L2&A%,!-/,&)I-&.!#/2!,%&!g0&+,-(/+!0+&2!H()! ,%&!+&3-L+,)0$,0)&2!-/,&)I-&.+!$#/!8&!H(0/2!-/!#AA&/2-$&+!D!#/2!fS!!

?%#),!XLF! G/,&)I-&.+!!

Interview

type Position Initial Contact with Legenden Date for the interview Interviewee B. Berggren Unstructured In-depth Marketing Manager Initiator of Legenden in 2003 2012-02-06 2012-02-24 Interviewee

Alpha Semi-structured Sales and Mar-keting 2003 in the initiation process. 2012-03-29

Interviewee

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Category Definition

Metaphor `&7&/2&/*+! +C38('-$! 2&+$)-A,-(/+! (H! +(3&,%-/7! -/! ()2&)! ,(! &TA'#-/!+(3&,%-/7!&'+&S!

Information Explicit, no need for interpretation.

Experience If Legenden mentions an example of something that himself or a member of the salesteam have been through. Lesson learned. CorporateValues Communicating values and beliefs of how to work and behave in

SCAP

Sales technique Transmit skills in sales.