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.
Artemova T. V. Narrativ kak komponent ritoricheskoy strategii obvinitel’nykh rechey A. F. Koni [Narrative as a component of the rhetorical strategies of accusatory speeches of A. F. Kony]. Philol. Cand. Diss. Kemerovo, 2008, 126 p.
Kim S. Cameron, Robert E. Quinn. Diagnosing and Changing Organizational Culture. Reading, MA, Addison Wesley, 1999, 259 p. (Russ. ed.: Сameron K., Quinn R. Diagnostika i izmenenie organizatsionnoy kul’tury. St. Petersburg, 2001, 320 p.).
Kostyushkina G. M., Alifanova O. G. Organizatsiya narrativnoy logiki: kognitivno-diskursivnyy aspekt [Organization of narrative logic: cognitive-discursive aspect]. Problemy kontseptual’noy sistematiki yazyka, rechi i rechevoy deyatel’nosti: Materialy V Vseros. nauch. konf. [Problems of conceptual taxonomy language, speech and speech activity. Materials of V Rus. sci. conf.]. Irkutsk, 2011, pp. 207–217.
Ladygin O. O. Korporativnaya kul’tura organizatsiy v sisteme tsennostey sovremennoy Rossii [Corporate culture of the organization in the value system of modern Russia]. Philol. Cand. Diss. Moscow, 2014, 202 p.
Likhachev D. S. Velikoe nasledie: Klassicheskie proizvedeniya literatury Drevney Rusi [Great Heritage: Classic Works of Old Russian Literature]. St. Petersburg, 2014, 540 p.
Myasoedov S. P. Rossiyskaya delovaya kul’tura: Vozdeystvie na model’ upravleniya [Russian business culture: The impact on the control model]. Moscow, 2013, 92 p.
Pivovarov S. E., Maksimtsev I. A. Sravnitel’nyy menedzhment [Comparative management]. St. Petersburg, 2008, 480 p.
Spivak V. A. Korporativnaya kul’tura: Teoriya i praktika [Corporate Culture: Theory and Practice]. Moscow, Piter, 2001, 352 p.
Trotsuk I. V. Narrativ kak mezhdistsiplinarnyy metodologicheskiy konstrukt v sovremennykh sotsiologicheskikh naukakh [Narrative as an interdisciplinary methodological construct of contemporary social science]. RUDN Journal of Sociology. 2004, no. 6–7, pp. 56–74.
Yankov I. V. Narrativ v istoricheskom osvoenii deystvitel’nosti: Fenomen obnovleniya i sotsiokul’turnyy smysl [The narrative in the historical development of reality: Update phenomenon and a socio-cultural sense]. Abstract of Philol. Cand. Diss. Ekaterinburg, 1997, 15 p.