Narrative repetition—when a story is recalled and retold from another narrative—has yet to be explored for its rich conceptual depth. To build a case for this area, we analyze stories from scholarly research to identify the functions of narrative repetition. We distinguish three dualities produced through repetition, which are grounded in cultural issues of sameness and difference. These dualities—Control/Resistance, Differentiation/Integration, and Stability/Change—bring a more sophisticated understanding of the inherent complexity of narrative as a mode of interpretation and offer a transformative view of narrative that describes how the meaning of stories shifts over time. When stories are repeated, one individual may interpret a narrative of stability, whereas another may hear a hint of change. Furthermore, we offer narrative repetition as a new methodology for organizational research with the recommendation that scholars use the reoccurrence of a story as a starting point for inquiry into the cultural life of organizations.