Introducing the storytelling analysis methodology in marketing: Principles, contributions and implementation

This article aims to present the storytelling analysis methodology and reveals its relevance for marketing research from an organisational perspective. Although marketing has considered different theoretical approaches to storytelling, its methodological dimension remains largely overlooked; exceptions are organisational disciplines of management science, especially organisational theory from which it originated. However, it appears to be a fertile methodology for the study of various research topics and qualitative data in marketing. The storytelling analysis methodology is a way to tap into deeper realities by exploring the symbolism conveyed by stories. This article illustrates its implementation step by step and develops its appeal for marketing research through an investigation of discourses flourishing in organisations. Recommendations, practical tools and a research agenda are suggested for marketing academics interested in the analysis of marketing in its organisational dimension.