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Cool story, bro:: Storytelling towards external stakeholders
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Corporate Storytelling, Structure, Theme, Identity, Actors, Audience, Engaging, Relatable, Call-to-Action, Overcoming Adversity, Conflict
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53596OAI: oai:DiVA.org:lnu-53596DiVA: diva2:937761
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
2016-05-31, Linnéuniversitetet, Växjö, 09:30 (English)
Supervisors
Examiners
Available from: 2016-06-16 Created: 2016-06-15 Last updated: 2016-06-16Bibliographically approved

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fulltext(1411 kB)112 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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