Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
What's your story?: Stories' effect on corporate image
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

To stand out in today’s fierce competition companies need to evolve their competitive skills. Many organizations have come to realize that it is not enough to only include individual products in the offering but one has to sell the whole company. It is then required to work with the corporate identity and express ones story when promoting oneself. For the corporate identity to be successful it is critical that it is based on knowledge about the target group’s identity and an understanding of what the target group values. This thesis focuses on the part of communication of the story that is done via visual expressions and employee behavior. To connect our different areas of research we have developed a model which is presented at the end of the theoretical chapter. The model points out the importance of that corporate identity is based on both customer identity and internal elements such as the employees. It also shows that corporate image is influenced by external influences such as customer involvement and customer-to-customer interaction.

To develop the understanding of how companies in the experience industry can use storytelling and how the customer perceives it, we have made two case studies, one at Såstaholm Hotell & Konferens and the other one at Stenungsbadens Yacht Club. Interviews were made with the employees to learn about the intended corporate identity and customer questionnaires were collected to learn about the image.

The results have lead us to the following conclusions; storytelling is a useful way to express corporate identity, required that there is emotional engagement and that it permeates all parts of the organization. Visual expressions are mainly a way to communicate a theme, while employees are needed to communicate a full story. Finally we have came to the conclusion that a more suitable term for this kind of communication is story enacting.

Key words: Storytelling, corporate identity, image and experience industry.

Place, publisher, year, edition, pages
2010. , p. 74
Keywords [en]
storytelling, corporate identity, image and experience industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-6688OAI: oai:DiVA.org:lnu-6688DiVA, id: diva2:328495
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-12 Created: 2010-07-05 Last updated: 2010-07-12Bibliographically approved

Open Access in DiVA

fulltext(1378 kB)1017 downloads
File information
File name FULLTEXT01.pdfFile size 1378 kBChecksum SHA-512
171b1313097fa9921997050eed35827a5ee64347341c700d9380ad4f1f0e130a4b2253e1ef7ca58d5c830e1b00fd55b63c63c08d830af4fcad5c553742b211b1
Type fulltextMimetype application/pdf

By organisation
Linnaeus School of Business and Economics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1017 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1209 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf