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Story‐telling has been identified as a metaphor for management consulting which focuses on the consultant as “impression manager”. The convincing power of strong stories told by consultants is emphasised. In this article management consulting is conceptualised through the metaphor of story‐making, identifying co‐operation and reflection as characteristic features. A specific consultancy process is interpreted as a co‐operative effort between the consultant and the client in which plot lines and characters are constructed. Plots can be opened or closed, and characters can be settled or negotiated. Thus story‐making as a reflective act moves between enhancing reflection and preparing for action.

This study aims to understand how digital storytelling advertising impacts online consumers’ responses towards advertisements on Facebook considering the different story features and the different consumers’ cultural backgrounds.

The grounded theory approach guided the development of this study that adopts an interpretivist positioning with an abductive approach that links the already existing knowledge on how storytelling affects consumer behaviour to the empirically retrieved data from two qualitative studies between France and Tunisia using a netnographic method to collect consumers’ responses to culturally adapted storytelling advertising.

The results reveal similarities and differences between Tunisian and French consumers regarding the effectiveness of digital storytelling advertising in influencing their cognitive, affective, and behavioural responses. Specifically, Tunisian consumers tended to hold more cognitive reactions originating from story plot and characters features as compared to French consumers who performed more affective responses towards the story plot feature. Interestingly, only French consumers performed behavioural reactions aligned with a cognitive and behavioural engagement with the storytelling advertising generated by story plot and verisimilitude elements. Findings also highlight the impact of some cultural influences on consumers’ reactions.

To the best of the authors’ knowledge, this is the first known study to explore and compare the effects of digital storytelling advertising between Tunisia and France. The major contribution of this study lies in investigating and comparing consumers’ reactions to digital storytelling advertising across countries. This study adds to the body of literature on international marketing communication by offering two frameworks associating story’s elements with their outcomes in their relevant context and providing fruitful insights for future research and for brand managers to design effective storytelling content.

Taking a set of studies about business action as the empirical starting-point, this paper looks at the various ways in which action is represented. The overall research question can be stated as follows: how is business action reconstructed in our narratives? The texts analyzed are collected from research on exchange relationships in the field of marketing. To analyze how these texts depict business action, four narrative constructions are focused: space, time, actors, and plots. The categorization and analysis are summarized and followed by a set of concluding implications and suggestions for narrative practice aiming to reconstruct business action in the making.

The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored.

An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme.

The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings.

The use of a fictitious brand and a specific product category may limit the generalizability of the results.

Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset.

This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

Our focus is on the use of narrative in ethics education in organisations. The effectiveness of stories as a basis for executive education and organisational development has been described in other chapters in this book and elsewhere. Many writers provide examples linking stories and ethics, but the examples are drawn most often from overtly ethical stories. We offer a more expansive and inclusive view, suggesting that all stories are valuable for teaching ethics. We use Booker’s (2004) finding that all stories belong to one of seven basic plots – overcoming the monster; rags to riches; the quest; voyage and return; comedy; tragedy; and rebirth – to show that no major category of narrative need be omitted from those which can provide examples or links to the development of virtue in organisations. We provide examples of how stories can be used to encourage the development of specific virtues including courage, integrity, hope, inquisitiveness, humour and prudence. Six further aspects are considered – whether only moral stories are useful, the value of complexity, the benefit of familiarity, stories of failure, the selection of appropriate stories and whether non-fiction can be included.

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).

Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.

The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.

Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.

To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

To explore the digital landscape, narrowing to Instagram, as a cultural space to advance sociological understanding of elite athlete mother identity meanings and lives.

Relativist narrative inquiry is outlined as a theoretical and methodological approach to expand sociological research on motherhood and sport, by exploring big and small stories on social media sites. Elite athlete mother's mediated self-portrayals on Instagram are theorized as identity stories (re)created and made possible, by cultural narrative resources.

An example of big and small story research is outlined from a larger case study of elite athlete figure skating mothers' self-portrayals on Instagram as they negotiated motherhood, and a professional sport career. Thematic narrative analysis findings include a big story plot in the post-partum period: negotiating intensive mothering and career. Two small stories that fed into fluid meanings of this big story plot are also presented: holding the baby close and working mum/new mumtrepeneur. These findings show nuanced contradictions of contemporary motherhood meanings, within sportswomen's personal and public digital stories.

A big and small story approach grounded in narrative inquiry holds value to learn more about the contemporary digital landscape's shaping of the meanings of sportswomen's identities and lives. Future research is recommended using this approach on additional social media platforms (e.g. Facebook, Twitter, YouTube) to expand intertextual understanding of elite athlete mother identities in socio-cultural context, tapping into these underexplored naturalistic data resources.

Storytelling is regarded as a fundamental way for humans to communicate with each other, no matter whether in the form of folklore, myths or war stories. Storytelling is applied in management and organisational practices in order to achieve specific purposes. Management activities within projects are similar to managing organisations with high complexity. Storytelling can then be applied in the construction project environment to achieve specific management purposes. This paper aims to explore the potential roles of storytelling in the construction industry through analysing its applications in other sectors, and to align the applications of storytelling to construction projects.

Through an in‐depth literature review of the nature of stories and storytelling, and their roles in management and organisational practices, this study determines how stories can contribute to the effective sharing of knowledge in the construction project environment. Cases of storytelling applications in construction projects are also presented, with the aim of showing the uniqueness of storytelling.

Storytelling is a potential approach for managing construction project knowledge through the features of stories and storytelling by preserving, transferring, and learning from current or past experiences of both construction projects and firms.

The findings illustrate gaps in the current knowledge and pave the path for future research in this particular area.

The research examines promising implementations of stories and storytelling in the construction industry through examination of the literature.