O impacto dos storytelling no comportamento inovador dos funcionários : o papel mediador da inspiração

• Ano de defesa: 2021
• Autor(a) principal: Rodrigues, Rafela Serdan
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual de Maringá; Brasil; Departamento de Administração; Programa de Pós-Graduação em Administração; UEM; Maringa; Centro de Ciências Sociais Aplicadas
• Palavras-chave em Português: Storytelling; Inspiração; Inovação; Comportamento empresarial; Administração de empresas; Ciências Sociais Aplicadas; Administração
• Link de acesso: http://repositorio.uem.br:8080/jspui/handle/1/7448

This research proposes to evaluate the effect of storytelling on the IWB of employees through the mediation of inspiration. However, researchers and professionals recognize that the use of storytelling by managers can increase the employee's innovative work behavior (IWB), to the best knowledge of the author of this research, this is the only study that tests the impact of storytelling on the innovative behavior of employees with mediation of inspiration. To achieve the proposed objective, two experiments were carried out (with 158 undergraduate students and 150 professionals in the technology sector) and a survey of 144 professionals from companies in the technology sector operating in a technological pole in southern Brazil. The data were distance by means of statistical tools, such as exploratory factor analysis, reliability analysis of the scales and multiple regressions and bootstrapping via PROCESS. The results show that the use of storytelling impacts the innovative behavior of employees, and that this relationship is mediated in series by two mechanisms of inspiration: (inspired by) and (inspired to). The model of transmission of inspiration explains this mediation in series, since external stimuli (storytelling) activate a temporary state that facilitates the reception of an idea by an individual (inspired by) and directs that individual to fulfill the desire to transform the obtained idea (inspired to) into tangible outcomes (innovative employee behavior). Implications for theory and practice are addressed.