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Winning the Reputation GameCreating Stakeholder Value and Competitive Advantage$
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Grahame R. Dowling

Print publication date: 2016

Print ISBN-13: 9780262034463

Published to MIT Press Scholarship Online: January 2017

DOI: 10.7551/mitpress/9780262034463.001.0001

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Corporate Storytelling

Corporate Storytelling

Chapter:
(p.91) 6 Corporate Storytelling
Source:
Winning the Reputation Game
Author(s):

Grahame R. Dowling

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262034463.003.0006

Every company can tell many stories about itself and some like Enron did. The various Enron stories focused on its corporate character and Kenneth Lay, the celebrity CEO who ran the company. They helped to create a very powerful reputation for the company that duped people into being a customer, or investing their money or their labour in the company. The various Enron stories illustrate many of the key aspects of how corporate storytelling can create an image for the company and transform this into a reputation of distinction, or not as the case may be.

Keywords:   The power of storytelling, Different types of stories, Roles of corporate stories, Evaluating a reputation story

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