Sandford Borins is Professor of Strategic Management at the University of Toronto, Canada.Beth Herst is a researcher and writer based in Toronto, Canada.

“My read of this short text (78 pages) is that the authors have most certainly been successful on the first front and have taken the field another valuable step toward the second. … this book has much to recommend. Analyzing popular culture narratives, this research effectively describes the narratives of three business industries. It does this quite well.” (Michael D. Jones, Journal of Public Administration Research and Theory, December, 10, 2018)​

• 1 Conceptual Framework and Methodology.- 2 Insanely Great: The Dominant IT Fable.- 3 Cults of Personality: Fables of the Automobile Industry.- 4 “A Good Dose of Outrage”: Financial Trading Fables.- 5 Conclusion: Narrative Templates and Social Negotiations.