How “storytelling” establishes and spreads corporate culture: A comparison of two coal companies in China and the United States

Organizational culture is playing a more and important role in corporate competition. This paper attempts to combine “storytelling” with the construction dissemination of organizational culture. The aim provide an effective perspective method for how companies can establish spread by applying narrative theory storytelling. draws on Barthes’ structuralism constructs framework building based functional, operational, levels, focusing “select” “tell” stories. Using case analysis as research method, two representative energy companies, China Shenhua Corporation, U.S. Peabody Energy confirm applicability theoretical identifies differences their storytelling approaches First, terms story themes, Corporation emphasizes employees output, while focuses innovation social responsibility. Second, content, leadership executives, general employees. Third, structure, both present stories chronological order.