Companies that Use Storytelling to Convey Information Within Organizations

The purpose of this study was to determine the existence and relationship of organizational storytelling to current business culture, involving three research questions pertaining to internal, external, and general use of organizational storytelling. The primary data for this study were collected through a qualitative content analysis regarding organizational storytelling and prominent organizational entities in current business culture. The companies explored under the scope of the topic at hand were as follows: Airbnb; Alphabet Incorporated; The Walt Disney Company; Timberland; Country Sunshine, Inc.; and Lush. Organizational storytelling does exist in current business culture, within the organization itself and externally through the narrative expressed by the brand name, core values, and mission/vision statements. The relationship between organizational storytelling and business culture is incontrovertible.

Dr. Marcel Robles, Eastern Kentucky University, Richmond, KY