Cool story, bro: : Storytelling towards external stakeholders

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

Author: Isac Nilsson; Axel Nordgärd; Martin Zetterberg; [2016]

Keywords: Corporate Storytelling; Structure; Theme; Identity; Actors; Audience; Engaging; Relatable; Call-to-Action; Overcoming Adversity; Conflict;

Abstract: 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. 

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