Storytelling. Role of Narrative in Integrated Reports – Novo Nordisk A/S Case Study
DOI:
https://doi.org/10.33119/SIP.2018.163.6Keywords:
accounting, narrative, storytelling, integrated report, strategic report, Novo NordiskAbstract
Together with the appearance of new trends in corporate reporting, and in particular with the integrated and strategic reporting, the share of the narrative part is constantly growing. According to the Deloitte data, it represents more than 60% of the volume of an annual report of a company in Great Britain. The article is aimed at showing the role played by storytelling in an integrated report. The article consists of two sections: theoretical and practical. In the theoretical section, on the basis of literature studies, the ideas like narration and storytelling are carefully discussed in the context of corporate reporting. In the practical section, in-depth analysis is made of the way the narrative is created in Danish pharmaceutical company Novo Nordisk, a well-known leader of integrated reporting. According to the author, it is undoubtedly a challenge for researchers in the nearest future to deepen the knowledge on narrative choices within corporate reporting and their consequences in the rich and complex information environment.
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References
Wydawnictwa zwarte
1. Adelberg A. H., Narrative Disclosures Contained in Financial Reports: Means of Communication or Manipulation? „Accounting & Business Research” 1979, vol. 9.
2. Beattie V., Accounting Narratives and the Narrative Turn in Accounting Research: Issues, Theory, Methodology, Methods and a Research Framework, „The British Accounting Review” 2014, vol. 46, no. 2.
3. Brown D., Knudsen J. S., Managing Corporate Responsibility Globally and Locally: Lessons from a CR Leader, „Business and Politics” 2012, vol. 14, no. 3.
4. Brzozowska D., Dyskurs i inne pojęcia studiów nad dyskursem, w: Dyskurs w perspektywie akademickiej, Komisja Lingwistyki Dyskursu, Międzynarodowy Komitet Slawistów, Olsztyn 2014.
5. Czarniawska B., Narratives in Social Sciences Research, Sage Publications, London, Thousand Oaks, New Delhi 2004.
6. Czarniawska B., Antropologia i teoria organizacji. Wczoraj i dziś, „Problemy Zarządzania” 2011, vol. 9, no. 2 (32).
7. Dey C., Burns J., Integrated Reporting at Novo Nordisk A/S, w: Accounting for Sustainability, Practical Insights, red. A. Hopwood, J. Unerman, J. Fries, Earthscan, London, New York 2010.
8. Eccles R. G., Krzus M. P., Ribot S., Meaning and Momentum in the Integrated Reporting Movement, „Journal of Applied Corporate Finance” 2015, vol. 27, no. 2.
9. Gabriel Y., Storytelling, w: Routledge Handbook of Interpretive Political Science, red. M. Bevir, C. W. Rhodes, Taylor & Francis, London–New York 2016.
10. Gioia D. A., Chittipeddi K., Sensemaking and Sensegiving in Strategic Change Initiation, „Strategic Management Journal” 1991, vol. 12, no. 6.
11. Gunther M., Novo Nordisk. Top Company Spotlight, „Corporate Knights Magazine” 2012, vol. 10, no. 4.
12. Ignatius A., The Best-Performing CEO’s in the World 2015, „Harvard Business Review” 2015, vol. 93, no. 11.
13. Jameson D. A., Telling, the Investment Story: A Narrative Analysis of Shareholder Reports, „The Journal of Business Communication” 2000, vol. 37, no. 1.
14. Kahneman D., Tversky A., Prospect Theory: An Analysis of Decision under Risk, „Econometrica: Journal of the Econometric Society” 1979, vol. 47, no. 2.
15. Kobiela-Pionnier K., Sprawozdawczość zintegrowana: koncepcja raportowania osiągnięć przedsiębiorstwa na miarę XXI wieku, „Zeszyty Teoretyczne Rachunkowości” 2012, t. 66 (122).
16. Mallin Ch. A., Corporate Governance, 5th ed., Oxford University Press, Oxford 2016.
17. Merkl-Davies D. M., Brennan N. M., Discretionary Disclosure Strategies in Corporate Narratives: Incremental Information or Impression Management?, „Journal of Accounting Literature” 2007, vol. 26.
18. Mirvis Ph., Googins B., The Best of the Good, „Harvard Business Review” 2004, vol. 82, no. 12.
19. Morsing M., Schultz M., Corporate Social Responsibility Communication: Stakeholder Information, Response And Involvement Strategies, „Business Ethics: A European Review” 2006, vol. 15, no. 4.
20. Patterson R., Kompendium terminów z zakresu rachunkowości po polsku i angielsku, Swiss Contribution – Ministerstwo Finansów – CFRR, Warszawa 2015.
21. Peterson M., Sustainable Enterprise: A Macromarketing Approach, Sage, Thousand Oaks, California 2012.
22. Pluwak A., Geneza i ewolucja pojęcia framing w naukach społecznych, „Global Media Journal – Polish Edition” 2009, vol. 1.
23. Polkinghorne D. E., Narrative Knowing and the Human Sciences, State University of New York, SUNY Press, 1988.
24. Prakash P., Rappaport A., Information Inductance and its Significance for Accounting, „Accounting, Organizations and Society” 1977, vol. 2, no. 1.
25. Rosner K., Narracja jako struktura rozumienia, „Teksty drugie” 1999, vol. 3.
26. The Best-Performing CEO’s in the World, „Harvard Business Review” 2016, vol. 94, no. 11.
27. Theaker A., The Public Relations Handbook, 2nd ed., Taylor & Francis Group, Routledge 2004.
28. Walińska E., Zintegrowany raport – początek końca sprawozdania finansowego?, „Zeszyty Teoretyczne Rachunkowości” 2015, t. 82 (138).
29. Watts R. L., Zimmerman J. L., Towards a Positive Theory of the Determination of Accounting Standards, „The Accounting Review” 1978, vol. 53, no. 1.
Założenia, ramy i wytyczne sprawozdawcze
1. IIRC, The International <IR> Framework, 2013.
2. IRC SA, Framework for Integrated Reporting and the Integrated Report. Discussion Paper, January 2011.
3. FRC, Guidance on the Strategic Report, London, June 2014.
4. FRC, Lab Project Report: Toward Clear & Concise Reporting, London, August 2014.
5. FRC, Lab Project Report: Business Model Reporting, London, October 2016.
Materiały internetowe
1. A4S, GRI, Formation of the International Integrated Reporting Committee (IIRC), „Press Briefing”,
2 August 2010, http://integratedreporting.org/wp-content/uploads/2011/03/Press-Release1.pdf
2. CIMA, Tomorrow’s Company, Tomorrow’s Business Success. Using Integrated Reporting to Help Create Value and Effectively Tell the Full Story. A Guide for Chairmen, CEOs and CFOs, London 2014, https://www.cimaglobal.com/Documents/Thought_leadership_docs/reporting/Tomorrows-Business-Success-Integrated-Reporting-guide.pdf
3. Deloitte, Annual Report Insights 2017. Surveying FTSE Reporting, London 2017.
4. Deloitte, Telling the Story of Long Term Value Creation. Insights to the IIRC’s Integrated Reporting Framework Consultation, Deloitte South Africa, Johannesburg 2013, http://sa.deloitteblog.co.za/wp-content/uploads/2013/04/Telling-the-story-of-long-term-value-creation.pdf
5. European Commission, Disclosure of Non-financial and Diversity Information by Large Companies and Groups – Frequently Asked Questions, MEMO/14/301, Brussels, 15 April 2014, http://europa.eu/rapid/pressrelease _MEMO-14-301_en.htm?locale=en
6. FRC, Annual Review of Corporate Annual Reporting 2015/2016, London, October 2016, http://frc.org.uk/getattachment/4033d078-55b7-415d-922a-e25ea0070376/Annual-Review-of-Corporate-reporting-2015–16‑FINAL.pdf
7. FRC, International Integrated Reporting Framework Implementation Feedback, Letter to Neil Stevenson (IIRC), 28 April 2017, https://www.frc.org.uk/getattachment/6bc59d4d-180f-471b-bd07‑f200aa92a633/FRC-Response-to-IIRC–Consultation.pdf
8. http://www.corporateknights.com/magazines/2013‑global-100‑issue/2012‑global-100‑results-13272443/
9. http://www.corporateregister.com/crra/help/crraabout.html
10. https://www.novonordisk.com/sustainability/performance.html
11. ICAEW, The 21 Century Annual Report, London 1998, http://www.icaew.com/-/media/corporate/files/technical/research-and-academics/publications-and-projects/financial-reporting-publications/the-21st-century-annual-report.ashx
12. Novo Nordisk, Annual Report 2015.
13. Novo Nordisk, Annual Report 2016.
14. Novo Nordisk, Novo Nordisk Backgrounder, August 2017, https://www.novonordisk.com/content/dam/Denmark/HQ/aboutus/documents/novo-nordisk-backgrounder.pdf
15. PwC, Integrated Reporting. Companies struggle to explain what value they create, 2013, https://www.pwc.nl/nl/assets/documents/ir-opmars-geintegreerde-verslaggeving-stagneert.pdf
16. Słownik języka polskiego PWN, https://sjp.pwn.pl/szukaj/narracja.html
1. Adelberg A. H., Narrative Disclosures Contained in Financial Reports: Means of Communication or Manipulation? „Accounting & Business Research” 1979, vol. 9.
2. Beattie V., Accounting Narratives and the Narrative Turn in Accounting Research: Issues, Theory, Methodology, Methods and a Research Framework, „The British Accounting Review” 2014, vol. 46, no. 2.
3. Brown D., Knudsen J. S., Managing Corporate Responsibility Globally and Locally: Lessons from a CR Leader, „Business and Politics” 2012, vol. 14, no. 3.
4. Brzozowska D., Dyskurs i inne pojęcia studiów nad dyskursem, w: Dyskurs w perspektywie akademickiej, Komisja Lingwistyki Dyskursu, Międzynarodowy Komitet Slawistów, Olsztyn 2014.
5. Czarniawska B., Narratives in Social Sciences Research, Sage Publications, London, Thousand Oaks, New Delhi 2004.
6. Czarniawska B., Antropologia i teoria organizacji. Wczoraj i dziś, „Problemy Zarządzania” 2011, vol. 9, no. 2 (32).
7. Dey C., Burns J., Integrated Reporting at Novo Nordisk A/S, w: Accounting for Sustainability, Practical Insights, red. A. Hopwood, J. Unerman, J. Fries, Earthscan, London, New York 2010.
8. Eccles R. G., Krzus M. P., Ribot S., Meaning and Momentum in the Integrated Reporting Movement, „Journal of Applied Corporate Finance” 2015, vol. 27, no. 2.
9. Gabriel Y., Storytelling, w: Routledge Handbook of Interpretive Political Science, red. M. Bevir, C. W. Rhodes, Taylor & Francis, London–New York 2016.
10. Gioia D. A., Chittipeddi K., Sensemaking and Sensegiving in Strategic Change Initiation, „Strategic Management Journal” 1991, vol. 12, no. 6.
11. Gunther M., Novo Nordisk. Top Company Spotlight, „Corporate Knights Magazine” 2012, vol. 10, no. 4.
12. Ignatius A., The Best-Performing CEO’s in the World 2015, „Harvard Business Review” 2015, vol. 93, no. 11.
13. Jameson D. A., Telling, the Investment Story: A Narrative Analysis of Shareholder Reports, „The Journal of Business Communication” 2000, vol. 37, no. 1.
14. Kahneman D., Tversky A., Prospect Theory: An Analysis of Decision under Risk, „Econometrica: Journal of the Econometric Society” 1979, vol. 47, no. 2.
15. Kobiela-Pionnier K., Sprawozdawczość zintegrowana: koncepcja raportowania osiągnięć przedsiębiorstwa na miarę XXI wieku, „Zeszyty Teoretyczne Rachunkowości” 2012, t. 66 (122).
16. Mallin Ch. A., Corporate Governance, 5th ed., Oxford University Press, Oxford 2016.
17. Merkl-Davies D. M., Brennan N. M., Discretionary Disclosure Strategies in Corporate Narratives: Incremental Information or Impression Management?, „Journal of Accounting Literature” 2007, vol. 26.
18. Mirvis Ph., Googins B., The Best of the Good, „Harvard Business Review” 2004, vol. 82, no. 12.
19. Morsing M., Schultz M., Corporate Social Responsibility Communication: Stakeholder Information, Response And Involvement Strategies, „Business Ethics: A European Review” 2006, vol. 15, no. 4.
20. Patterson R., Kompendium terminów z zakresu rachunkowości po polsku i angielsku, Swiss Contribution – Ministerstwo Finansów – CFRR, Warszawa 2015.
21. Peterson M., Sustainable Enterprise: A Macromarketing Approach, Sage, Thousand Oaks, California 2012.
22. Pluwak A., Geneza i ewolucja pojęcia framing w naukach społecznych, „Global Media Journal – Polish Edition” 2009, vol. 1.
23. Polkinghorne D. E., Narrative Knowing and the Human Sciences, State University of New York, SUNY Press, 1988.
24. Prakash P., Rappaport A., Information Inductance and its Significance for Accounting, „Accounting, Organizations and Society” 1977, vol. 2, no. 1.
25. Rosner K., Narracja jako struktura rozumienia, „Teksty drugie” 1999, vol. 3.
26. The Best-Performing CEO’s in the World, „Harvard Business Review” 2016, vol. 94, no. 11.
27. Theaker A., The Public Relations Handbook, 2nd ed., Taylor & Francis Group, Routledge 2004.
28. Walińska E., Zintegrowany raport – początek końca sprawozdania finansowego?, „Zeszyty Teoretyczne Rachunkowości” 2015, t. 82 (138).
29. Watts R. L., Zimmerman J. L., Towards a Positive Theory of the Determination of Accounting Standards, „The Accounting Review” 1978, vol. 53, no. 1.
Założenia, ramy i wytyczne sprawozdawcze
1. IIRC, The International <IR> Framework, 2013.
2. IRC SA, Framework for Integrated Reporting and the Integrated Report. Discussion Paper, January 2011.
3. FRC, Guidance on the Strategic Report, London, June 2014.
4. FRC, Lab Project Report: Toward Clear & Concise Reporting, London, August 2014.
5. FRC, Lab Project Report: Business Model Reporting, London, October 2016.
Materiały internetowe
1. A4S, GRI, Formation of the International Integrated Reporting Committee (IIRC), „Press Briefing”,
2 August 2010, http://integratedreporting.org/wp-content/uploads/2011/03/Press-Release1.pdf
2. CIMA, Tomorrow’s Company, Tomorrow’s Business Success. Using Integrated Reporting to Help Create Value and Effectively Tell the Full Story. A Guide for Chairmen, CEOs and CFOs, London 2014, https://www.cimaglobal.com/Documents/Thought_leadership_docs/reporting/Tomorrows-Business-Success-Integrated-Reporting-guide.pdf
3. Deloitte, Annual Report Insights 2017. Surveying FTSE Reporting, London 2017.
4. Deloitte, Telling the Story of Long Term Value Creation. Insights to the IIRC’s Integrated Reporting Framework Consultation, Deloitte South Africa, Johannesburg 2013, http://sa.deloitteblog.co.za/wp-content/uploads/2013/04/Telling-the-story-of-long-term-value-creation.pdf
5. European Commission, Disclosure of Non-financial and Diversity Information by Large Companies and Groups – Frequently Asked Questions, MEMO/14/301, Brussels, 15 April 2014, http://europa.eu/rapid/pressrelease _MEMO-14-301_en.htm?locale=en
6. FRC, Annual Review of Corporate Annual Reporting 2015/2016, London, October 2016, http://frc.org.uk/getattachment/4033d078-55b7-415d-922a-e25ea0070376/Annual-Review-of-Corporate-reporting-2015–16‑FINAL.pdf
7. FRC, International Integrated Reporting Framework Implementation Feedback, Letter to Neil Stevenson (IIRC), 28 April 2017, https://www.frc.org.uk/getattachment/6bc59d4d-180f-471b-bd07‑f200aa92a633/FRC-Response-to-IIRC–Consultation.pdf
8. http://www.corporateknights.com/magazines/2013‑global-100‑issue/2012‑global-100‑results-13272443/
9. http://www.corporateregister.com/crra/help/crraabout.html
10. https://www.novonordisk.com/sustainability/performance.html
11. ICAEW, The 21 Century Annual Report, London 1998, http://www.icaew.com/-/media/corporate/files/technical/research-and-academics/publications-and-projects/financial-reporting-publications/the-21st-century-annual-report.ashx
12. Novo Nordisk, Annual Report 2015.
13. Novo Nordisk, Annual Report 2016.
14. Novo Nordisk, Novo Nordisk Backgrounder, August 2017, https://www.novonordisk.com/content/dam/Denmark/HQ/aboutus/documents/novo-nordisk-backgrounder.pdf
15. PwC, Integrated Reporting. Companies struggle to explain what value they create, 2013, https://www.pwc.nl/nl/assets/documents/ir-opmars-geintegreerde-verslaggeving-stagneert.pdf
16. Słownik języka polskiego PWN, https://sjp.pwn.pl/szukaj/narracja.html
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Published
2019-08-07
How to Cite
Kobiela-Pionnier, K. (2019). Storytelling. Role of Narrative in Integrated Reports – Novo Nordisk A/S Case Study. Studies and Work of the Collegium of Management and Finance , (163), 99–126. https://doi.org/10.33119/SIP.2018.163.6
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