Reading behind the scene of public stories: Quantum storytelling triangulation

Research output: Chapter in Book/Report/Conference proceedingChapter


Storytelling helps clarify the concealed or less visible elements of reality in its authentic context. Story analysis read between the lines of written or oral narratives to obtain richer understanding of an event. However, storytelling practice is a double-edge sword. Skilled storytellers may employ the power of storytelling to reframe an event in a favorable or undesirable way. In contemporary business world, corporations broadly employ expert authors who proficiently apply storytelling practices in corporate public documents. Accordingly, corporate public documents declare desirable corporate image and promising reflection of business activities hence the corporate attracts more stockholders and obtains extra resources. In current business world, corporates that do not appropriately employ story¬telling would fail to take the opportunity to brainwash stockholders, hence suffer from competitive disadvantage. This case study analyses Sears Holdings Corporation public report to explore how its business activities are revealed to public stakeholders. This study also proposes hypotheses of the consequences of ineffective storytelling.

Original languageEnglish (US)
Title of host publicationThe Emerald Handbook of Quantum Storytelling Consulting
PublisherEmerald Group Publishing Ltd.
Number of pages17
ISBN (Electronic)9781786356710
ISBN (Print)9781786356727
StatePublished - Dec 10 2018

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting


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