 Storytelling is not just for marketing: Cultivating a storytelling culture throughout the organizationApril Kemp, Renée Gravois, Holly Syrdal and Elizabeth McDougal Business Horizons, 2023, vol. 66, issue 3, 313-324 Abstract: When managers consider storytelling part of their organizational strategy, it is generally considered a marketer’s task. However, we argue that intentionally building a storytelling culture across domains and functions can provide value to all parts of the organization. Even so, storytelling can often feel like a formidable undertaking, exclusive to firms with ample in-house resources or finely tuned existing brand stories. This is not the case, and in this article we offer examples and concrete advice for companies of all sizes and resource levels to embed storytelling throughout the organization. Likewise, we build a case for developing organizational culture and capacity to harness the power of storytelling not only for marketing strategy, but also for overall organizational functionality. We provide examples of potential storytelling applications, a review of storytelling benefits, and step-by-step guidance on how to manage and embed storytelling. Keywords: Storytelling culture; Brand storytelling; Organizational culture; Organizational storytelling (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:66:y:2023:i:3:p:313-324 DOI: 10.1016/j.bushor.2023.01.008 Access Statistics for this article Business Horizons is currently edited by C. M. Dalton More articles in Business Horizons from Elsevier |
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