Strategic narrative: what it is and how it can help your company find meaning
By articulating its strategic narrative, a company can find meaning beyond shareholder value creation, even in turbulent times.
Booking Holdings is one of the world’s leading providers of online travel and related services to consumers and local partners in more than 220 countries and territories through six primary brands: Booking.com, Priceline, Agoda, KAYAK, Rentalcars.com and OpenTable. Collectively, Booking Holdings operates in more than 220 countries and territories in Europe, North America, South America, the Asia-Pacific region, the Middle East and Africa in more than 40 languages. Its mission is to help people experience the world.
By articulating its strategic narrative, a company can find meaning beyond shareholder value creation, even in turbulent times.
Will the automation of everything leave many people behind, bringing despair and disappointment? Will it lead to job creation or job risks?
Global multinationals will be best served by external affairs departments which are skilled at putting out fires as well as they are empowered to proactively engage with stakeholder, posi...

