Storytelling in Business

Klaus Fog (), Christian Budtz, Philip Munch and Stephen Blanchette
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Klaus Fog: SIGMA
Christian Budtz: SIGMA
Philip Munch: SIGMA
Stephen Blanchette: SIGMA

Chapter 3 in Storytelling, 2010, pp 49-58 from Springer

Abstract: Abstract In the last chapter we discussed the four elements of storytelling, outlining the process of putting a story together. Here, we will show how companies can use this process for several purposes, both on a strategic management level, and on an operational level in day-to-day communication with employees.

Keywords: Communication Tool; Product Brand; Corporate Brand; Brand Communication; Strong Brand (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-88349-4_3

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DOI: 10.1007/978-3-540-88349-4_3

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