Abstract

Our goal in this study is to explore the role of storytelling, as a specific form of communication, on the acceptance of social ventures by key stakeholders and, in so doing, help advance our understanding of the legitimating strategies available to social enterprises. Extant literature suggests that storytelling (the stories that entrepreneurs tell about themselves or their ventures) is an effective communication strategy for entrepreneurs seeking legitimacy and attempting to influence the evaluative judgments of key stakeholders. We explore the extent to which the use of stories, and the use of specific story types, helps social ventures gain the acceptance and support of key stakeholders.

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