نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار، مدیریت استراتژیک، دانشکده مدیریت دانشگاه تهران، ایران
2 دانشجوی دکترای، دانشکده مدیریت دانشگاه تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
This paper presents a new framework for developing a sustainable and inspirational vision through combination of futuring and storytelling concepts. This combination helped us to overcome the previous problems and weaknesses on the way of visioning process and vision communication. To achieve key elements of corporate vision and narration, 237 questionnaires containing five open ended questions collected from branches and offices of a commercial bank. Customers ideas, also gathered through several interviews and previous surveys which has been done by the bank R&D center. Other stakeholders’ considerations have been achieved through Iran’s 1404 vision, fourth developing program and documents of central bank. Finally corporate vision and narration have been excluded through content analysis of questionnaires, interviews and other mentioned documents.
کلیدواژهها [English]
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