The Business Case for Storytelling: A Literature Review

Pleas for narrative have become increasingly widespread in contemporary business world : the ability of stories to create and disseminate knowledge, shape and share norms and values, detect and resolve conflicts, develop trust and commitment, promote a positive image both for the organization and its members has been long recognized by management experts, consultants and educators. The purpose of this article is to outline the emergence and development of narrative research in the business world, with a focus on studies of organizational theory and behavior. As underscored by Daft (1983), « research is storytelling », and as remarked by Czarniawska (2004), not only organizational identities but also organizational theories rely on a claim to narrative truth. Therefore, I am well aware that even this overview is just one more story.