Corporate Storytelling: A Critical Review of Research Approaches and Methods in Scholarly Literature from 2011 to 2020

Abstract

Scholars from different fields of knowledge agree that storytelling has gained particular relevance in the current context, as noted in Corporate Communication. The term “corporate storytelling” has already been coined to refer to the stories that companies tell their stakeholders. We have found several studies that try to shed light on the nature, scope, and limitations of storytelling in the corporate world from different approaches and methods. This research presents a critical review of this literature. It highlights that the absence of conceptual unity and methodological approaches validated by the scientific community has made storytelling a topic about which much has been written without offering articulated knowledge or practical solutions for its application to develop a company's communication strategy.