Storytelling: Transferring tacit corporate knowledge in different cultures

Storytelling is an instrument to transfer tacit knowledge within organisations, which is little explored. In this paper a first framework to structure the storytelling process is developed. It consists of four phases: intention, creation, narration and reception. Since tacit knowledge is highly culture-bound, this process, its effectiveness, and importance differ in low-context and high-context cultures. The authors develop first research propositions to investigate differences in using storytelling as a knowledge transfer tool. A qualitative research design to explore variables and relationships influencing the transfer of tacit knowledge via storytelling in Japan and Germany is proposed.