Storytelling marketing approaches in purpose-driven firms. Evidence from Benefit Corporations disclosure

Purpose-driven companies are on the rise, leading to virtuous business practices and cross-industry collaborations through the B movement. Benefit Corporations (BCs) have emerged as a response to the current economic and managerial paradigm shift. This study explores the use of storytelling in the communication practices activated by BCs operating in Italy, the first European country to adopt specific legislation to institutionalize the emerging managerial model. By adopting a qualitative approach, based on the analysis of four case studies, the research suggests that storytelling supports BCs in conveying their values to relevant stakeholders and promoting active participation in sustainable practices. The study provides theoretical and managerial implications that could benefit practitioners and scholars and outlines a future research agenda.