Living in a Box, or a Genie in a Bottle?

Ine Fintland, Janet B. Martin and Geir S. Braut

Journal of Management and Strategy, 2013, vol. 4, issue 3, 9-15

Abstract: Corporate storytelling can be an instrument for evidence-based management. This requires that the prevailing stories are built upon verifiable facts. Archival records are perhaps the best source for identifying these. A sound culture for storytelling should be built upon good archives actively used to verify and develop narratives about the company. As an example this article presents a short analysis of multimodal texts from the Norwegian oil company Statoil based on common theories of texts and narratives. We found that archival records from Statoil¡¯s first years of activity give evidence that the company has been living up to its value statements. The company¡¯s current values; open, courageous, hands-on & caring, thus seem to be well founded in the corporate history. The value statements therefore may be regarded as suitable guiding concepts for robust corporate storytelling.

Keywords: corporate storytelling; archives; narratives; Statoil (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:jms111:v:4:y:2013:i:3:p:9-15

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