Theories

Behavioral Storytelling theory
http://cbae.nmsu.edu/~dboje/690/behavioral_storytelling.htm

Storytelling Theory and Practice

The Toy Story Theory of the Text

http://www.thevalve.org/go/valve/article/the_toy_story_theory_of_the_text/

What's the story? Feminist theory and narrative

http://www.questia.com/PM.qst?a=o&d=96479515