Management Professor Mark Starik recently published a research chapter with co-authors Yipeng Liu and Yijun Xing, entitled "Storytelling as research method: A West-meets-East perspective" in Research Methodology in Strategy and Management, co-edited by Catherine L. Wang, David J. Ketchen, Donald D. Bergh.

Storytelling as a useful research method has attracted significant scholarly attention in both Eastern and Western cultures. In this chapter, we illustrate the suitability of storytelling in strategic management research, using sustainability, leadership and entrepreneurship as illustrations.

Looking through cultural and philosophical lenses, we argue that scholars need to pay attention to research contexts when applying storytelling in their fieldwork. We believe that, as a powerful research method, storytelling may help researchers unpack contextual factors, explain complex issues, and advance theory development.