Discourse strategies of building a corporate narrative

Corporate culture is a condition of corporate discourse formation. One of the corporate value translators is a development history of a company. Unequivocal strategic view of a development history allows us to consider it as a corporate narrative. The corporate narrative is based on the general ideas about the activities of organizations and national-cultural features. The paper deals with the discursive strategies of the corporate narrative of Russian and Chinese companies. The various presentation strategies of the company history, common for the companies of particular national culture, are defined. It allows exploring the corporate narrative of Rosneft. The narrative study has 2 levels: deep and surface. The deep level of the narrative is its semantic organization. It is a relation of prevailing and special narrative components in a development history of a company. The surface level is expressed in the text of the history.

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