• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Storytelling

Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. The storytelling approach to corporate reputation emerged in the late 1990s as an alternative understanding of the process of corporate reputation formation. Until then, it was common to view reputation as attributed to a firm by its constituents based on their experience with its behavior, performance, and products produced in past periods. The perception was that the multiple constituents produced a picture of the overall attractiveness of the firm and, thereby, attributed a good, bad, excellent, or dubious reputation to it.

Furthermore, scholars in the field of organizational economics viewed firms as interacting and anticipating each other’s actions, and thus, reputation ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles