Investigating the development of narratives in directors’ reports: an analysis of Barilla over six decades

Abstract Purpose – This research explores how contextual elements and significant events influence the changing storylines within a company’s directors’ reports spanning a period of six decades. These elements and events encompass the internal dynamics of the family that owns the company, industry-specific advancements, political and socioeconomic climates, and explicit guidelines related to corporate reporting. Design/methodology/approach – This research employs a case study methodology to analyse the directors’ reports of Barilla, a prominent Italian food manufacturer, within the theoretical framework of historical institutionalism. A systematic content analysis is conducted on sixty directors’ reports published between 1961 and 2021. The study also identifies and examines significant contextual events within this sixdecade period, which are linked to four key institutional factors. Findings – Based on the research findings, the directors’ reports exhibited notable fluctuations throughout the studied timeframe in reaction to shifts in the institutional setting. Our investigation highlights that each institutional element experienced crucial pivotal moments, and given their interconnected nature, modifications in one factor impacted the others. It was noted that these pivotal moments resulted in alterations in the directors’ reports’ content across various thematic areas. Additionally, despite Barilla being a multinational company, it was found that national events within Italy had a more pronounced influence on the evolving narratives than global events. Originality/value – Previous research on directors’ reports or chairman’s statements has primarily focused on the influence of macro-level institutional factors on the narratives. In contrast, our study considers both macro-level and micro-level institutions, specifically examining the internal events within a family business and how they shape the content of directors’ reports. Our study is also distinctive in its analysis of specific critical junctures and their interactions with the investigated institutional factors. Additionally, to the best of our knowledge, few existing studies span a timeframe of sixty years, particularly concerning an Italian company. Keywords Barilla, Historical institutionalism, Directors’ reports, Corporate narratives, Thematic content analysis, Institutional factors Paper type Research paper