This paper looks at different kinds of stories told in a Japanese advertising agency and argues that, like organizations in other creative industries, an advertising agency may be seen as a dedicated storytelling organization. Based on long-term anthropological fieldwork, it makes use of three indigenous classifications—tales of the past, tales of the now, and tales of repetition—to see to what extent a non-western organization confirms, contradicts, or adds to previous analyses of storytelling organizations. Findings suggest that storytelling in a Japanese advertising agency generally conforms to what is already known, but that in certain cultural specifics connected with strategic positioning, management, employment relations, and other Japanese corporate practices, it is rather different.

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