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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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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use.date: 27 May 2022

Corporate Storytelling

Corporate Storytelling

(p.91) 6 Corporate Storytelling
Winning the Reputation Game

Grahame R. Dowling

The MIT Press

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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