CRAFTING CULTURAL NARRATIVES: THE INFLUENCE OF STORYTELLING ON ORGANIZATIONAL CULTURE

Abstract

The research investigates the dynamic interplay between storytelling and organizational culture, aiming to illuminate the pivotal role of narrative in shaping and sustaining corporate identity. Employing an interdisciplinary approach drawing from anthropology, psychology, and communication studies, our study explores how storytelling functions as a potent tool for cultivating cultural narratives within companies.  Utilizing a comprehensive approach, this research integrates case studies and empirical data to analyze the intricate relationships between storytelling and organizational culture. We delve into the creation and reinforcement of cultural narratives, providing a nuanced understanding of the process.   Our analysis reveals that storytelling significantly influences corporate culture, impacting employee engagement, company identity, and overall performance. The research identifies storytelling as a powerful yet underappreciated force in shaping organizational behavior and values. Through the examination of real-world examples and data, we present insights into the strategic management of corporate culture via storytelling.  The research contributes to the field by highlighting the often-overlooked role of storytelling in shaping organizational culture. By adopting an interdisciplinary perspective, we offer a unique synthesis of insights from anthropology, psychology, and communication studies. Our approach, combining case studies and empirical data, adds originality to the exploration of storytelling's impact on corporate culture.  Understanding the influence of storytelling on organizational culture has significant implications for strategic management. The findings provide valuable insights for leaders aiming to enhance employee engagement, establish a distinctive company identity, and improve overall organizational performance. This research contributes to the broader discourse on corporate culture and its societal impact, offering practical implications for effective cultural management.

Key Words: Organizational Culture, Cultural Narratives, Storytelling, Organizational Performance, Organizational Values and Organizational Norms.