Starbucks has long held that educating customers about the products it offers leads to greater appreciation from customers. Howard Schultz recognized early on that， because of its unique approach to coffee， the company had a compelling story to tell. And when the rest of us thought about where the coffee came from， we realized we had a truly romantic story of hand-picked beans gathered from the slopes of misty hills in far-off places like Kenya and the Indonesian archipelago. It's easy to see the romantic storytelling allure of coffee that travels from exotic mountaintops to our mundane kitchen countertops.
I thought it might be a spelling error of "storry telling" (I thought there should be a space).
If I'm wrong, what is the part of speech (word class) of the above "storytelling"?
'Storytelling' is a buzz-word [suddenly very popular/fashionable] in modern management jargon. Some companies even have a position called 'corporate storyteller'', who reinforces the corporate image by researching stories that emphasize the values recognized as part of the 'brand image' and re-telling them.