Get your stories straight - A comparative analysis of organisational stories and brand narratives

Zinkstein, K. 2017. Get your stories straight - A comparative analysis of organisational stories and brand narratives. British Academy of Management Conference 2017 (BAM2017). Warwick Business School 05 - 07 Sep 2017 British Academy of Management.

TitleGet your stories straight - A comparative analysis of organisational stories and brand narratives
AuthorsZinkstein, K.
TypeConference paper
Abstract

This paper gives a structured review of narratives in both the organisational and branding literature. It shows, that comparing and contrasting the two branches of the narratives literatures has been neglected. This study identifies similar dimensions in brand and organisational narratives, such as nature, origin, function and focus. It also identifies five additional dimensions in brand literature such as connection, actor, relationship, value and frame of reference. These have been insufficiently considered to date.

In the second part of the paper the findings from the literature are compared to a case study that has included about 20 stories. The field research on 20 narratives that were conducted in a larger study show at least some of these additional dimensions that can be taken into account in relation to brand narratives. Among actors and types of stories three meta-themes have emerged: the Enfant Terrible, Avant-garde and Family Cocoon.

Keywordsbrand, narratives, organization
Year2017
ConferenceBritish Academy of Management Conference 2017 (BAM2017)
PublisherBritish Academy of Management
Accepted author manuscriptZinkstein_BAMConference_FINALPaper.pdf

Related outputs

Telling Stories: the Link Between Organisational Identity, Culture and Employee Advocacy
Zinkstein, K.I. 2018. Telling Stories: the Link Between Organisational Identity, Culture and Employee Advocacy. PhD thesis University of Westminster Westminster Business School

The Organisational Life Cycle Narrative
Zinkstein, K. and Stevens, L. 2018. The Organisational Life Cycle Narrative. 18th International Conference on Knowledge, Culture and Change in Organizations. University of Konstanz, Germany 15 - 16 Mar 2018

Permalink - https://westminsterresearch.westminster.ac.uk/item/q41xv/get-your-stories-straight-a-comparative-analysis-of-organisational-stories-and-brand-narratives


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