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Venture tales: Practical storytelling strategies underpinning entrepreneurial narratives

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  • Burnell, Devin
  • Neubert, Emily
  • Fisher, Greg

Abstract

Narratives help entrepreneurs and potential venture supporters to make sense of new ventures and to frame entrepreneurial journeys. Despite current understanding of how narratives shape entrepreneurial outcomes, however, there is limited guidance about how entrepreneurs might craft their own narratives in practice. In this article, we identify six types of entrepreneurial narratives—(1) an identity narrative, (2) an opportunity narrative, (3) a projective narrative, (4) a failure narrative, (5) a pivot narrative, and (6) a resourcefulness narrative—and we detail practical storytelling strategies entrepreneurs can use to shape each of these narrative types. We then propose that entrepreneurs can combine, sequence, and revise these narratives as the entrepreneurial journey unfolds. Knowledge of how to strategically manage the full entrepreneurial narrative repertoire enables entrepreneurs to create meaning and value where there once was none and to capture that value over time as a venture grows.

Suggested Citation

  • Burnell, Devin & Neubert, Emily & Fisher, Greg, 2023. "Venture tales: Practical storytelling strategies underpinning entrepreneurial narratives," Business Horizons, Elsevier, vol. 66(3), pages 325-346.
    • Handle: RePEc:eee:bushor:v:66:y:2023:i:3:p:325-346
    DOI: 10.1016/j.bushor.2023.01.003
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    References listed on IDEAS

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    2. Fisher, Greg & Josefy, Matthew A. & Neubert, Emily, 2024. "Event-based entrepreneurship," Journal of Business Venturing, Elsevier, vol. 39(1).

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