2025/10/22 by Max Ganzin, Diana Ivanycheva, Jaco Lok
paper · doi:10.1177/03128962251383119
crossref issued 2025/10/22 · crossref published 2025/10/22 · crossref published-online 2025/10/22 · crossref created 2025/10/22 · crossref deposited 2026/04/28 · crossref indexed 2026/08/05
In this article, we explore the dynamic role of myths in organisational life, focusing on their creation, evolution and influence. We present a recursive process model that integrates two distinct perspectives from the organisational storytelling and institutional theory literatures, which have historically developed with minimal interaction. Our model outlines the lifecycle of two myth types – localised myths, rooted in specific contexts, and rational myths, embedded in institutional frameworks – and examines how they are created, disseminated and transformed. We highlight key mechanisms such as reenactment, rationalisation, and depersonalisation, which drive the transition from localised to rational myths. By bridging these perspectives, we provide a comprehensive framework for understanding how myths shape organisational culture, identity, and legitimacy, while influencing broader societal narratives. This contribution deepens the dialogue between storytelling and institutional theory. JEL Classification: M10