創業家對員工的有效說故事策略：創業家與創業家核心部屬之觀點比較

The Effective Strategy of Storytelling for Entrepreneurs to Influence Employees: A Comparative Study of Entrepreneurs and Their Core Subordinates' Perspectives

本研究旨在分析創業家對員工說故事的有效策略，透過比較創業家與其核心部屬的觀點，進行三角交叉檢視的深入探討。本研究深度訪談十位中小型餐飲業創業家與十位配對訪談的核心部屬，分析發現，兩者對故事內容與說故事方式雖有觀點相同之處，但仍存在許多差異，包含創業家過往工作經驗應否作為故事題材、創業家誠實陳述故事之外應否也要言行一致、以及創業家應該用輕鬆閒聊或正式嚴肅口吻講述故事等。創業家若能瞭解兩者觀點差異並據以修改說故事策略，將有助提升故事傳播效果。本研究可改善過往研究缺乏從故事聽眾角度探討創業家說故事策略以及缺乏探討創業家對員工故事講述的缺口，增進創業家說故事研究的理論探討與實證。

This study aims to analyze the effective strategy of storytelling for entrepreneurs to influence their employees by comparing entrepreneurs and their core subordinates' perspectives. Entrepreneurs of small and medium-sized enterprises (SMEs) from the restaurant industry in Taiwan were chosen as the study entrepreneur subject. This study did in-depth interviews with ten entrepreneurs and ten core subordinates of these entrepreneurs. The results of in-depth interviews show entrepreneurs and their core subordinates had some different viewpoints on what should be told and how to tell stories, like whether entrepreneurs should share their work experiences with employees, whether entrepreneurs should match their stories with deeds and whether entrepreneurs should tell stories by a free or serious way, etc. This study argues that the story's effect on generating the employee's interest and commitment will be improved if entrepreneurs can integrate these differences into their strategy of storytelling. Previous studies have ignored to study the entrepreneur's strategy of storytelling from the story listener's perspective and how entrepreneurs tell stories to their employees. This study contributes to improve these knowledge gaps and advance the theoretical and empirical discussion about the entrepreneur's storytelling.