NDLTD Global ETD Search
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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

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Cool story, bro: : Storytelling towards external stakeholders

Nilsson, Isac, Nordgärd, Axel, Zetterberg, Martin January 2016 (has links)
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.
Corporate Storytelling
Structure
Theme
Identity
Actors
Audience
Engaging
Relatable
Call-to-Action
Overcoming Adversity
Conflict

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