Entrepreneurial storytelling: A mean for legitimacy and opportunity exploitation

Le storytelling entrepreneurial: un moyen de légitimation et d'exploitation des opportunités

Yosr Ben Tahar () and Sarah Mussol ()
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Sarah Mussol: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: Stories are an important tool to create shared meanings about ventures and entrepreneurs. To analyze how storytelling contributes to legitimacy, identity and resources access, data was collected from press articles (2005-2016) about a french small business Michel & Augustin. Thematic analysis of the 275 press articles shows that the balance between alignment with norms and uniqueness is crucial for entrepreneurial identification and acceptance. Further perspectives of this research relate to the effects of developing effective mediatic storytelling on customer relationships and human resources strategy.

Keywords: storytelling; legitimacy; opportunities; customer relationship (search for similar items in EconPapers)
Date: 2017-06-29
New Economics Papers: this item is included in nep-ent and nep-sbm
Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01625964v1
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Published in ICSB, Jun 2017, Buenos Aires, Argentina

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01625964

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