Organizational Storytelling Translated to Successful Business


  • Anne Eskola JAMK University of Applied Sciences, Finland
  • Shab Hundal JAMK University of Applied Sciences, Finland



storytelling, organizational story, management, qualitative research


In 2007, two friends decided to establish a new IT company, but not just another software company – a phrase that later became one of their slogans. The Finnish IT company called Vincit has turned out to be a success story both financially and in terms of personnel and customer satisfaction. The company is known for its skillful use of media as a deliverer of their company story. This paper examines organizational storytelling through media. The empirical data was gathered between 2012 and 2019, and it is analyzed using narrative analysis focusing on the types of stories told and how they are narrated.

Author Biographies

Anne Eskola, JAMK University of Applied Sciences, Finland

Anne Eskola holds a D.Sc. in accounting from the Jyväskylä University School of Business and Economics in Finland and an M.A. in French and English philology from Jyväskylä University, Faculty of Humanities. In addition to this, she earned a teacher qualification from JAMK University of Applied Sciences Vocational Teacher Education College in Finland.

She works as a Principal Lecturer of Accounting and Finance at JAMK University of Applied Sciences. She has published many textbooks and scientific articles in the fields of higher education, organisational studies and accounting and finance during her twenty- year career in higher education based on her research projects and teaching experience.

Dr. Eskola is a member of the Finance Finland Academy and she has worked as an evaluator for the Finnish Education Evaluation Centre.

Shab Hundal, JAMK University of Applied Sciences, Finland

Shab Hundal holds a D.Sc. in accounting from the Jyväskylä University, School of Business and Economics in Finland. He is having two master’s degrees; M.Sc. Financial Management, Aberdeen Business School, Robert Gordon University, Aberdeen, U.K, and M.Sc. (Honours School) Economics, Punjab School of Economics, Guru Nanak Dev University, Amritsar, India. He also holds Bachelor of Education (B.Ed.) at the secondary and higher-level education. He also had full registration as a secondary school teacher with the General Teaching Council of Scotland.

Currently, he is working as a Senior Lecturer of Financial Management at JAMK University of Applied Sciences. Before it, he worked at the Ministry of Education, Singapore; Aberdeen City Council and Aberdeenshire Council (UK), Marks & Spencer (UK) and British Telecom (UK). He has published several scientific articles in the fields of corporate finance and corporate governance.

Dr. Hundal is a member of the Finance Finland Academy.


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How to Cite

Eskola, A., & Hundal, S. (2021). Organizational Storytelling Translated to Successful Business . Asian Journal of Business and Management, 9(2).