Reading behind the scene of public stories: Quantum storytelling triangulation

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.