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.

[Page 811]Furthermore, scholars in the field of organizational economics viewed firms as interacting and anticipating each other’s actions, and thus, reputation ...