Corporate storytelling

Corporate storytelling includes strategies and tactics where organizations of all kinds, scope and shape utilize stories and storytelling to create coherence, progression and potentially change concerning their brand and their identity. In existing literature, CS is either described and applied as a tool from a pragmatic and functional perspective. Only occasionally, CS is conceptualized as constitutive and thus organizing processes within organizations and between organizations and their stakeholders. In this chapter, both perspectives are discussed and new approaches for future research presented.