Balancing uniqueness and similarity: A content analysis of textual characteristics in Dutch corporate stories

Writing corporate stories to articulate identity is challenging because one must balance between the recognizable similarities with other companies (e.g., core activities, type of industry) and the company's own uniqueness. In the present study, we propose a conceptualization of corporate stories in terms of similarity and uniqueness, and present a scheme of six main categories of textual characteristics: general, style, structure, content, genre, and layout. The scheme is illustrated in a content analysis of 45 Dutch consumer-focused corporate stories. The results indicate that, contrary to the literature and guidelines on corporate stories, similarities in textual characteristics with other corporate stories are as typical for a corporate story as its uniqueness. Theoretical and managerial implications are discussed.

► A content analysis of 45 corporate stories is conducted and described.
► 55 textual characteristics are presented.
► Similarities and differences within corporate stories are considered.
► Strategic choices in balancing between uniqueness and similarities are discussed.