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

Author

Listed:
  • Ine Fintland
  • Janet B. Martin
  • Geir S. Braut

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.

Suggested Citation

  • Ine Fintland & Janet B. Martin & Geir S. Braut, 2013. "Living in a Box, or a Genie in a Bottle?," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 4(3), pages 9-15, August.
    • Handle: RePEc:jfr:jms111:v:4:y:2013:i:3:p:9-15
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    References listed on IDEAS

    as
    1. Gabriel, Yiannis, 2000. "Storytelling in Organizations: Facts, Fictions, and Fantasies," OUP Catalogue, Oxford University Press, number 9780198297062.
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