hkr.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
How does a company communicate through storytelling?: a study of the storytelling techniques used in two companies
Högskolan Kristianstad, Sektionen för Hälsa och Samhälle.
Högskolan Kristianstad, Sektionen för Hälsa och Samhälle.
2008 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Storytelling, an important part of human communication, is being increasingly used by companies to communicate their values and build trust and connection with employees and customers. A good story can create emotions and feelings among the audience, can simplify and transmit complex messages. In contrast to the conventional informative and lecture-style of communication, which are likely to evoke counter arguments; storytelling is more likely to inspire people to take independent actions. However, storytelling is not flawless. There are downfalls to storytelling, such as stories told from a single point of view, which companies need to be aware of when using this technique. The purpose of this study is to explore how storytelling is used in two companies internally and externally, and by doing so, to enable a deeper understanding of the storytelling concept and explore the subject further. The results show that giving different factors, such as target audiences, the company that uses storytelling internally, considers the authenticity of the stories to be of great importance. This view does not apply to the company that uses storytelling externally. On the other hand, the latter company’s external and internal core message or values go hand in hand to a great extend. In contrast, the former company uses different values to its customers compared to the ones it uses to communicate with its employees. The contribution of this thesis can be found in the model of different dimensions of storytelling, presented in the theoretical framework. These dimensions enable a deeper understanding of storytelling as well as facilitates as a guide when exploring the subject, both externally and internally. Students wanting to research the area as well as companies wanting to use storytelling as a marketing or communication tool can benefit from using the dimensions of storytelling derived from this thesis.

Ort, förlag, år, upplaga, sidor
2008. , s. 80
Nyckelord [en]
Marketing Communication, Internal Corporate Communication, Storytelling, Branding
Nationell ämneskategori
Företagsekonomi Samhällsvetenskap
Identifikatorer
URN: urn:nbn:se:hkr:diva-12OAI: oai:DiVA.org:hkr-12DiVA, id: diva2:132493
Presentation
(Engelska)
Uppsök
samhälle/juridik
Handledare
Tillgänglig från: 2008-12-19 Skapad: 2008-12-19 Senast uppdaterad: 2009-06-09Bibliografiskt granskad

Open Access i DiVA

fulltext(388 kB)14953 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 388 kBChecksumma SHA-512
c8a08e8b5b8c6b7cd376661f8167759ac5a024ebd559f10be220e38e1250f912d3e10ff83eba080beed8df814c90f8773c1fef4e3ad787eb6f45e6dd24855980
Typ fulltextMimetyp application/pdf

Av organisationen
Sektionen för Hälsa och Samhälle
FöretagsekonomiSamhällsvetenskap

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 16880 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 1380 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf