Cool story, bro:: Storytelling towards external stakeholders
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Corporate storytelling is a recognized marketing strategy, however the usage of it is regarded to be unclear from a theoretical perspective. Further, the internal usage of storytelling among organizations is more common than the external use. Hence, this research was aimed towards storytelling for external stakeholders.
Place, publisher, year, edition, pages
2016. , 69 p.
Corporate Storytelling, Structure, Theme, Identity, Actors, Audience, Engaging, Relatable, Call-to-Action, Overcoming Adversity, Conflict
IdentifiersURN: urn:nbn:se:lnu:diva-53596OAI: oai:DiVA.org:lnu-53596DiVA: diva2:937761
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
2016-05-31, Linnéuniversitetet, Växjö, 09:30 (English)
Devine, Åsa, Senior Lecturer
Pehrsson, Anders, Professor