Relevant bibliographies by topics / Storytelling in business

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Storytelling in business'

Author: Grafiati
Published: 4 June 2021
Last updated: 13 February 2022

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Journal articles on the topic "Storytelling in business"

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Edith Burke, Maria, Simone O'Callaghan, and Michael Quigley. "The business of digital storytelling." Journal of Systems and Information Technology 15, no. 4 (November 11, 2013): 347–67. http://dx.doi.org/10.1108/jsit-04-2013-0009.

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Boldosova, Valeriia, and Severi Luoto. "Storytelling, business analytics and big data interpretation." Management Research Review 43, no. 2 (August 23, 2019): 204–22. http://dx.doi.org/10.1108/mrr-03-2019-0106.

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Purpose The purpose of this paper is to explore the role of storytelling in data interpretation, decision-making and individual-level adoption of business analytics (BA). Design/methodology/approach Existing theory is extended by introducing the concept of BA data-driven storytelling and by synthesizing insights from BA, storytelling, behavioral research, linguistics, psychology and neuroscience. Using theory-building methodology, a model with propositions is introduced to demonstrate the relationship between storytelling, data interpretation quality, decision-making quality, intention to use BA and actual BA use. Findings BA data-driven storytelling is a narrative sensemaking heuristic positively influencing human behavior towards BA use. Organizations deliberately disseminating BA data-driven stories can improve the quality of individual data interpretation and decision-making, resulting in increased individual utilization of BA on a daily basis. Research limitations/implications To acquire a deeper understanding of BA data-driven storytelling in behavioral operational research (BOR), future studies should test the theoretical model of this study and focus on exploring the complexity and diversity in individual attitudes toward BA. Practical implications This study provides practical guidance for business practitioners who struggle with interpreting vast amounts of complex data, making data-driven decisions and incorporating BA into daily operations. Originality/value This cross-disciplinary study develops existing BOR, storytelling and BA literature by showing how a novel BA data-driven storytelling approach can facilitate BA adoption in organizations.
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Herschel, Richard T., and Nicolle Clements. "The Importance of Storytelling in Business Intelligence." International Journal of Business Intelligence Research 8, no. 1 (January 2017): 26–39. http://dx.doi.org/10.4018/ijbir.2017010102.

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This paper examines the relevance and importance of storytelling to business intelligence. Business intelligence provides analytics to inform a decision-making process. However, there are often times issues with understanding the analytics presented and contextualizing the analytics to the overall decision-making process. This paper examines these issues and then assesses the value of storytelling in conveying BI findings. The SOAP protocol used for physician/patient clinical encounters is presented to illustrate the benefit of providing structure to a decision-making process. The importance of structure to storytelling is then further examined and shown to help facilitate the communication of data insights. Media richness is also examined to reveal the impact that it has on BI storytelling, helping to explain why visualizations have become so important to BI. An example of BI storytelling with a high level of media richness is then presented. The paper concludes that storytelling is inextricably linked to BI success.
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Daradkeh, Mohammad Kamel. "An Empirical Examination of the Relationship Between Data Storytelling Competency and Business Performance." Journal of Organizational and End User Computing 33, no. 5 (September 2021): 42–73. http://dx.doi.org/10.4018/joeuc.20210901.oa3.

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With the proliferation of big data and business analytics practices, data storytelling has gained increasing importance as an effective means for communicating analytical insights to the target audience to support decision-making and improve business performance. However, there is a limited empirical understanding of the relationship between data storytelling competency, decision-making quality, and business performance. Drawing on the resource-based view (RBV), this study develops and validates the concept of data storytelling competency as a multidimensional construct consisting of data quality, story quality, storytelling tool quality, storyteller skills, and storyteller domain knowledge. It also develops a mediation model to examine the relationship between data storytelling competency and business performance, and whether this relationship is mediated by decision-making quality. Based on an empirical analysis of data collected from business analytics practitioners, the results of this study reveal that the data storytelling competency is positively linked to business performance, which is partially mediated by decision-making quality. These results provide a theoretical basis for further investigation of possible antecedents and consequences of data storytelling competency. They also offer guidance for practitioners on how to leverage data storytelling capabilities in business analytics practices to improve decision-making and business performance.
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Grant, Ginger. "Business Transformation and Innovation using Storytelling." QScience Proceedings 2013, no. 2 (July 22, 2013): 6. http://dx.doi.org/10.5339/qproc.2013.gic.6.

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Denning, Stephen. "Effective storytelling: strategic business narrative techniques." Strategy & Leadership 34, no. 1 (January 2006): 42–48. http://dx.doi.org/10.1108/10878570610637885.

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Agustina, Tri Siwi. "Storytelling Sebagai Strategi Bisnis Sosial Start-Up Ojek Syar’i Berbasis Aplikasi di Surabaya." INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia 3, no. 4 (September 1, 2020): 448–60. http://dx.doi.org/10.31842/jurnalinobis.v3i4.150.

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Syarihub is a social business startup initiated by two young people in Surabaya which is engaged in application-based public service transportation. Conscious of challenging its predecessors like Gojek, Grab and Uber; Syarihub chose to serve only for women and children. Facing many tight business competition in the application-based and preaching-based public service transportation business; Syarihub management tries to be observant in formulating strategies. As a social business, storytelling is considered as the best way to share and convey social values. Stories represent experiences, telling stories coordinate the past and hopes for the future. The aim of this study is to determine whether storytelling is a proper promotional media for Syarihub as a social business and to find out the storytelling strategy that has been implemented by Syarihub, especially in facing challenges its flapping business wings. The study approaches used descriptive qualitative with primary data sources (interviews with the founder and manager of Syarihub) and secondary data used the study of literature from various posts made by Syarihub on websites, social media and media coverage published from 2015 to 2019. The results showed that storytelling is the most appropriate media for social business, and the storytelling strategy adopted by Syarihub came from data driven storytelling, Philanthropic storytelling, Customer-led storytelling and immersive story telling. As a result, it has met the principles of effective storytelling, called TRUTH (Topical, Relevant, Unusual , Trouble, Human).
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Boje, David M. "Learning Storytelling: Storytelling to Learn Management Skills." Journal of Management Education 15, no. 3 (August 1991): 279–94. http://dx.doi.org/10.1177/105256299101500302.

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van Boeschoten, Robert. "Interactive media: image storytelling." Journal of Management Development 30, no. 3 (March 22, 2011): 284–96. http://dx.doi.org/10.1108/02621711111116207.

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Muir, Clive. "Leadership Through Storytelling." Business Communication Quarterly 70, no. 3 (September 2007): 367–69. http://dx.doi.org/10.1177/1080569907305077.

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Dissertations / Theses on the topic "Storytelling in business"

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Osman, Elvir. "The Drive behind Storytelling : What are the storytelling practices of German premium auomotive Brands?" Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53261.

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Svensson, Hanna, and Henrik Pettersson. "The storytelling of new experts : How CSR-experts legitimize through storytelling." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-414641.

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The formal requirements of experts are diminishing, thus opening up for the expansion of new experts, who are gaining more influence in society. In contemporary society, all organizations are pressured to consider Corporate Social Responsibility (CSR) and are therefore dependent on the new experts within the field. However, the research remains underexplored. Building on research on new experts and storytelling, this thesis addresses how CSR-experts within organizations engage in storytelling to legitimize their expertise. A framework of four storytelling themes was made, and a qualitative case study conducted. Six interviews were carried out and documents made by the interviewees studied. The findings demonstrate that the CSR-experts engage in storytelling in line with the storytelling themes, but new findings could also be added to the themes. They engage in future-oriented storytelling, as well as storytelling concerning current problems and solutions, to legitimize the role of expertise today and to sustain it for the future, demonstrating how storytelling is a dynamic process taking place in everyday organizational life. However, to attain legitimacy, the study indicates that storytelling needs to be adjusted to the receiver in a successful manner, otherwise it may instead inhibit the legitimacy that the CSR-experts are trying to create.
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Alsing, Camilla, and Åsa Bergman. "Storytelling som marknadsföringsverktyg : en studie om användandet av storytelling inom hotellbranchen." Thesis, Gotland University, Department of Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-116.

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Dagens samhälle brukar betecknas som en upplevelseindustri där kundens drömmar, fantasier och upplevelser står i fokus. I flertalet turism- och resetidningar syns reportage där unika koncept ökat för att uppfylla den efterfrågan som råder på upplevelser. Idag krävs något utöver det vanliga för att utmärka sig på marknaden och de senaste tio åren har begreppet storytelling intagit folks medvetande och beskrivs som ett effektivt marknadsföringsverktyg, vilket handlar om att berätta en historia kring sin verksamhet. Då konkurrensen ständigt hårdnar är det viktigt att hitta en speciell inriktning som får folk att komma tillbaka samt prata om verksamheten. Storytelling är en differentieringsstrategi inom marknadsföring som fler och fler verksamheter anammar då de inser hur berättandets kraft kan skapa starka varumärken.

Syftet med denna studie är att beskriva och undersöka begreppet storytelling genom att se hur tre gotländska hotell väljer att arbeta med detta, samt undersöka vilka eventuella effekter storytelling har gett verksamheterna. En kvalitativ utgångspunkt har använts där undersökningen har skett genom semi-strukturerade intervjuer med tre hotell, en verksam storyteller samt marknadschefen på Gotlands turistförening. En omvärldsspaning har genomförts för att urskilja dagens användning av storytelling inom hotellbranschen samt övriga samhället.

Studien kopplar ihop storytellingbegreppet med teorier inom marknadsföring såsom differentiering, varumärkesuppbyggnad, word-of-mouth samt profil-, image- och identitetsskapande. Teorier valdes då storytelling är en differentieringsstrategi, där förhoppningen är att uppnå ett starkt varumärke genom att profil, image och identitet harmoniserar, och en vanlig effekt är word-of-mouth. I analysen ställs sedan teorier mot intervjuunderlag för att få svar på ställd problemfråga där bland annat förtroende och trygghet, storytellingens sanningsgrad och uppkomna effekter diskuteras.

Slutsatsen i denna uppsats visar att storytelling är en effektiv strategi som hotell kan använda när de vill stärka sitt varumärke. När profil, image och identitet harmoniserar i en verksamhet blir varumärket starkt. Positiva effekter som nämns av de responderande hotellen är den nyfikenhet som väcks i kundens medvetande, word-of-mouth samt kundtillströmning. Det är viktigt att berättelsen är trovärdig och sann, och att all hotellpersonal har samma kunskap om berättelserna samt delar samma värderingar. Dock kan sanningen till viss del modifieras för att få historien eller berättelsen mer intressant samt vinkla berättelsen så den blir målgruppsanpassad.


Today’s society is called the experience society where customers’ experiences and dreams are in focus. Companies are finding ways to differentiate themselves in the market and customers are demanding more than just good service. A new marketing strategy has emerged called storytelling. Storytelling is about telling a story about the organization to create an interest in, for example, the history of a hotel. It is important to find a way to get the guests to talk about your hotel and an effect of storytelling could be word-of-mouth.

The purpose of this study is to describe and analyze the word storytelling, how it is used in the hospitality industry as well as how it affects the hotels. The method used is qualitative and semi-structured interviews were conducted. The respondents chosen are three gotlandic hotels, a storyteller and the marketing manager at Gotland’s Tourist association.

The conclusion of the study, through the interviews combined with used theories, shows that storytelling is an effective strategy to use when hotels want to strengthen their brand. When profile, image and identity of a business are harmonized, the brand will be strong if the story is true. Positive aspects mentioned by the respondent hotels when using storytelling as a marketing tool was the curiosity it creates in the brand, word-of-mouth and customer flow. It is also important that the story is true and credible and that everyone working for the hotel has the knowledge of the story and shares the same values.

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Erkas, Eivor, and Jennifer Baron. "The Importance of Storytelling in Today's Business : A case study." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-189.

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Summary

This thesis discusses the possibility for PERSONEC to use storytelling as a strategic communicative concept in its marketing to mediate the brand identity of its organisation. In the search for this, we have chosen to describe the concept of brand identity and storytelling as a draft for the construction of the brand.

We have then analysed how storytelling can be applied, and already is, at PERSONEC and also presented some recommendations about how storytelling could be developed by PERSONEC.

In this thesis we investigate how PERSONEC communicates and manages its brand identity through the implementation of storytelling. Our main problem is: How can PERSONEC use storytelling as a concept to communicate its brand identity both internally and externally? This in turn involves two sub questions, namely: What is the brand identity of PERSONEC? And: What is storytelling as a concept and how can it be employed at PERSONEC?

Data collection has been performed using a qualitative method. In order to find out about brand identity and storytelling, primary data has been gathered through interviews with key personnel at PERSONEC. Secondary data consists of results of surveys on public awareness of the PERSONEC image as well as results from customer satisfaction survey on PERSONEC. The findings have been analysed based on diverse theories on brand and storytelling. Our thesis has in the beginning an explorative approach which at the end results in a conclusive description.

Theories, mainly from Aaker (1996) and Kapferer (2003) have been used to investigate the brand identity of PERSONEC. In accordance with their theories, the identity can describe the reality of the organisation and can be a tool to create a unitary illustration of the organisation, to be communicated internally and externally. In our results we have found that PERSONEC is symbolised by knowledge in personnel-, payroll- and financial management in the Nordic region with an experienced and diversified staff.

Based on theoretical and empirical material about storytelling we have found key issues of the notion of storytelling. These involve discussions about the concept of storytelling, its area of application and how stories should be structured and also which aspects are important for this process. We consider storytelling as a concept to structure the communication of an organisation both internally and externally. The stories can act as a bridge between the organisation and the outside world and can also simplify description and communication of complex processes and concepts. In order to differentiate itself PERSONEC should continue to use storytelling to communicate its core values in a more emotional and engaging way.

Stories reveal. Stories motivate. Stories bind individuals into teams. Stories create solutions.

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Snowden, Nicholas Clarkson. "Storytelling, story fragments, and solving ill-structured organisational problems." Thesis, University of Hull, 2013. http://hydra.hull.ac.uk/resources/hull:8601.

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This thesis explores how storytelling, and in particular story fragments, are involved in our everyday practice of solving ill-structured organisational problems. Data was collected from one primary research site, with a degree of triangulation afforded by analysis of data from additional organisations. Deploying elements of an ethnographic research tradition, the data was assembled from observations, interviews and discussions with a range of problem solvers from the different establishments. The research suggested that traditional storytelling can play an important role at different stages in the problem-solving process, helping to set the tone of problem-solving meetings, and more significantly, in planning and shaping solution narratives. Story fragments however, were more apparent when problem solvers were attempting to understand the problems they were facing, and provided a vehicle through which the fundamental nature of the problems being faced could be recognised. Of particular interest was the capacity of fragments to facilitate the identification of the existence of ill-structured problems and some of the key components that contributed to these situations. When fragments emerged, they were perceived to represent impactful stories and narratives, and as such, influenced the direction and content of problem-solving activities. While typically they materialised within a discourse without drawing attention, the research argues that noticing story fragments can enable a listener to benefit from the insight they provide, presenting opportunities to expose and explore alternative perspectives and solutions. This is not without its risks, and while story fragments can illuminate faint signs that an organisation needs to change, caution must be exercised before acting on the information they supply. Finally, a model explaining the potential existence of three core stories within organisations is proposed, with the prospects of operationalizing the emerging theories being considered.
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Stjepanovic, Boban, and Lisa Svensson. "Storytelling som reflektion av varumärket : Två fallstudier över varför storytelling används för att reflektera personliga varumärken på YouTube." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97101.

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Sammanfattning Denna studiens ansats är att förstå på vilket sätt som storytelling används för att reflektera det personliga varumärket på sociala medier. Tillhörande frågeställningar är varför storytelling använd på sociala medier samt hur storytelling och personligt varumärke hänger ihop. Arbetet utgår från en kvalitativt tolkande forskningsansats där två fallstudier har observerats genom att kolla på videos i form av vloggar på YouTube. Personerna som har studerats presenteras individuellt genom att återberätta de 40 videos som har observerats utifrån ett observationsschema. Dessa presenteras som Person 1 samt Person 2 i texten för att inte nämna deras namn, pronomen som används behöver inte heller stämma med verkligheten. I båda studiefallen är det personlighet och livsstil som speglas i deras storytelling och personliga varumärken, ibland på olika sätt. Det ena fallet bottnar i personens passion för veganism, medmänsklighet och hjärtefrågor vilket presenteras på ett äkta och inspirerande sätt. I det andra fallet uppträder personen energiskt och passionerat med syfte att underhålla. Det uttrycks som viktigt att ha kul i vardagen och humor karaktäriserar personens berättelser. I det andra fallet kan mottagare känna igen sig i vardagslivet och att ha kul med nära och kära. Det första fallet bygger istället på att känna igen sig i genuinitet och uttrycker exempelvis att det är okej att misslyckas. Båda fallen uttrycker en stark entreprenörsanda av att prestera och har ett tillmötesgående beteende till att interagerar med sina tittare, dock på olika sätt. Båda använder storytelling utifrån sina egna känslor med även tittarnas. Fall ett gör det genom att ta tittarna på en “känslomässig bergodalbana” medan fall två sprider mycket glädje och energi. Deras storytelling präglas av olika typer av berättelser i och med att deras personligheter och livsstil skiljer sig. De har dock samma agenda med sin storytelling, den ska skapa en starkare relation mellan tittarna och deras personliga varumärke. Slutsatsen för arbetet visar därmed att storytelling används på sociala medier som ett redskap för att marknadsföra eller stärka relationen mellan publiken och varumärket. Storytellingen ska samtidigt spegla personen som står bakom det personliga varumärket som presenteras.
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Andersson, Marie, Maria Gustafsson, and Johanna Olsson. "Glöm inte bort berättelsen : -en studie om intern storytelling." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11206.

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Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson. Tutor: Peter Caesar Title: Don’t forget the story – a study about internal Storytelling Keywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation. Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization. Problem statement: How can internal marketing be affected by internal Storytelling? Method: Our study is based on a case-study of SCA Packaging Sweden AB. We have chosen to use both qualitative and quantitative research methods. We have gathered our empirical data by doing a semi-structural depth interview, semi-structural telephone interviews and a survey. Conclusions: Internal marketing consist of three part components: organizational culture, communication and internal branding. There are three key factors that are important for the success of these components: fellowship, motivation and participation. Internal Storytelling affects these three in a effective way that captures the interest which leads to successful internal marketing. Suggestions for further research: Suggestions for further research could be to see if there are differences between how women and men react to internal Storytelling or if there are possible differences in the response regarding the age of the receiver. Another perspective to study is to follow an organization from their implementation of internal Storytelling and to measure the impact this implementation has given. It would also be interesting to examine how the use of internal Storytelling in an organizations also could have effects externally, as the internal marketing often aims to create effects externally.
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MONTESANO, MARCANTONIO CANEDO. "STORYTELLING: THE USE OF NARRATIVES IN BUSINESS RELATIONSHIPS AND CORPORATE SALES." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2015. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=25172@1.

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Apesar da difusão das pesquisas sobre storytelling e narratividade na literatura contemporânea de Administração, principalmente na área de marketing e estudos organizacionais, o uso das narrativas nos relacionamentos de negócios e vendas corporativas é um tema ainda relativamente pouco explorado. Nesse contexto, o objetivo da presente investigação de caráter exploratório é identificar e analisar em que medida os executivos e profissionais de vendas fazem uso de narrativas e histórias (storytelling) nos seus relacionamentos de negócios e vendas corporativas. Para isso, foram entrevistados 21 executivos e profissionais de vendas experientes, com reconhecido histórico de bom desempenho em suas organizações. Os dados resultantes das entrevistas foram tratados por meio de análise do conteúdo. Os resultados da pesquisa indicam que o uso das narrativas é recorrente para se alcançarem diversos objetivos, como compartilhar informações, estabelecer empatia com os clientes e conquistar a confiança destes. Também fornecem indícios de que a prática do storytelling influencia na qualidade da interação entre os sujeitos envolvidos no processo de venda e no potencial de realização de negócios. Além disso, os executivos que têm relacionamentos de negócios podem se beneficiar ao se expressarem por meio de histórias.
Despite the dissemination of studies on storytelling and narrative in contemporary literature of Administration, specifically in marketing fields and organizational studies, the use of narratives in business relationships and corporate sales is a topic still relatively unexplored. In this context, the objective of this exploratory study is to identify and analyze the extent to which executives and sales professionals make use of narratives and stories (storytelling) in their business relationships and corporate sales. For this purpose, 21 seniors executives and sales professionals, with good performance history recognized in their organizations, were interviewed. Data from the interviews were treated by analysis of the content. The survey results indicate that the use of narratives is recurrent and are used to achieve various goals, such as to share information and establish empathy and trust with customers, among others. The results provide indications that the practice of storytelling influences the quality of interaction between the individuals involved in the sale process and the potential of doing business; and that executives who have business relationships can benefit from the practice of expressing through stories.
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Long, Geoffrey A. "Transmedia storytelling : business, aesthetics and production at the Jim Henson Company." Thesis, Massachusetts Institute of Technology, 2007. http://hdl.handle.net/1721.1/39152.

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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2007.
Includes bibliographical references (p. 177-181) and index.
Transmedia narratives use a combination of Barthesian hermeneutic codes, negative capability and migratory cues to guide audiences across multiple media platforms. This thesis examines complex narratives from comics, novels, films and video games, but draws upon the transmedia franchises built around Jim Henson's Labyrinth and The Dark Crystal to provide two primary case studies in how these techniques can be deployed with varying results. By paying close attention to staying in canon, building an open world, maintaining a consistent tone across extensions, carefully deciding when to begin building a transmedia franchise, addressing open questions while posing new ones, and looking for ways to help audiences keep track of how each extension relates to each other, transmedia storytellers can weave complex narratives that will prove rewarding to audiences, academics and producers alike.
by Geoffrey A. Long.
S.M.
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Larsson, Johanna, and Rebecca Parwén. "Att använda storytelling i reklamfilm - bra eller dåligt? : Unga konsumenters uppfattning av reklamfilm med storytelling." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-357801.

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Storytelling är ett sätt att utforma reklam på där en historia berättas i syfte att förbättra konsumenters uppfattning av ett företag eller varumärke. Storytelling möjliggör för företag att skapa en helhetsbild av sitt koncept, gestalta sitt varumärke och ge sina konsumenter en upplevelse. Teorier om storytelling tar upp många fördelar men belyser få nackdelar. Syftet med denna studie är att undersöka hur storytelling i reklamfilmuppfattas av unga konsumenter. För att göra detta har semistrukturerade intervjuer genomförts med unga konsumenter som tillhör generation Y. Med generation Y menas personer som är födda på 1980- och 1990-talen. Totalt intervjuades 10 studenter på Uppsala Universitet Campus Gotland. Den teoretiska referensramen innehåller teorier om hur reklamfilmer med storytelling bör vara uppbyggda, samt vilken påverkan storytelling har på unga konsumenter inom generation Y. Viktiga byggstenar som bör finnas med i storytelling är bland annat budskap, konflikt, rollfördelning och handling. En lyckad reklamfilm med storytelling väcker känslor, är intresseväckande och skapar en positiv bild av det bakomliggande varumärket. Detta kan leda till en djupare och gynnsam relation mellan konsument och företag. Konsumenter tolkar reklamfilmer olika, bland annat utifrån upplevelser, preferenser och ekonomiska förhållanden. Denna studie visar att unga konsumenter ofta har en mer positiv inställning till reklamfilmer med storytelling jämfört med traditionella reklamfilmer. Detta beror bland annat på att de uppfattar storytelling som roligare och mer intressant. Hur en reklamfilm uppfattas kan dock skilja en hel del mellan olika individer. Storytelling har inte enbart positiva effekter, till exempel finns det en risk att varumärket blir otydligt och missas i berättelsen. Det är även möjligt att det blir ett överflöd av reklamfilmer med storytelling, då de allra flesta företag använder sig av detta idag. Unga konsumenter tittar mer sällan på TV och kommer därför inte i kontakt med reklamfilmer på samma sätt som tidigare, vilket kan skapa nya utmaningar för marknadsförare.
Today, consumers are constantly exposed to advertising and therefore companies are forced to stand out. One way to do this is to make commercials that contain storytelling. Storytelling is a way of designing commercials, where a story is told in order to improve consumer perception of a company or brand. Theories about storytelling address many advantages but highlight very few disadvantages. The purpose of this study is therefore to explore how storytelling in commercials is perceived by young consumers. In order to do this, interviews were conducted with young consumers (generation Y). The theoretical frame of reference contains theories about how commercials with storytelling should be constructed, as well as the impact storytelling has on young consumers. This study shows that young consumers often have a more positive attitude towards commercials with storytelling than traditional commercials, as they perceive storytelling as more fun and more interesting. However, how a commercial is perceived can differ a lot between different individuals. Storytelling does not only have positive effects, for example, there is a risk that the brand becomes unclear and lost in the story. There is also a possibility that there will be an abundance of commercials with storytelling, as most companies use this today.
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Books on the topic "Storytelling in business"

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Clarke, Cheryl. Storytelling for Grantseekers. New York: John Wiley & Sons, Ltd., 2009.

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Denning, Stephen. The Leader's Guide to Storytelling. New York: John Wiley & Sons, Ltd., 2005.

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Narayan, Shoba. Kathã: Tell a story, sell a dream. New Delhi: Maven, Rupa, 2015.

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Thier, Karin. Storytelling: Eine narrative Managementmethode. Heidelberg: Springer Medizin, 2006.

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Doug Stevenson's story theater method. 2nd ed. Colorado Springs: Cornelia Press, 2008.

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Josh, Ritchie, and Crooks Ross, eds. Infographics: The power of visual storytelling. Hoboken, N.J: John Wiley & Sons, Inc., 2012.

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Mathews, Ryan. What's your story?: Storytelling to move markets, audiences, people, and brands. Upper Saddle River, N.J: FT Press, 2008.

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Mathews, Ryan. What's your story?: Storytelling to move markets, audiences, people, and brands. Upper Saddle River, N.J: FT Press, 2008.

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Storytelling for grantseekers: A guide to creative nonprofit fundraising. 2nd ed. San Francisco, CA: Jossey-Bass, 2009.

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Denning, Stephen. Squirrel Inc: A fable of leadership through storytelling. San Francisco, CA: Jossey-Bass, 2004.

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Book chapters on the topic "Storytelling in business"

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Fog, Klaus, Christian Budtz, Philip Munch, and Stephen Blanchette. "Storytelling in Business." In Storytelling, 49–58. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-540-88349-4_3.

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Hermanni, Alfred-Joachim. "Storytelling." In Business Guide für strategisches Management, 219–22. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-12521-9_36.

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Kleine Wieskamp, Pia. "Storytelling im Business." In Visual Storytelling im Business, 432–58. München: Carl Hanser Verlag GmbH & Co. KG, 2019. http://dx.doi.org/10.3139/9783446453913.010.

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von Hertwig, Ana Carolina Silveira. "Unfinished Business – A Transmedia Project." In Interactive Storytelling, 236–37. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-12337-0_29.

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Hutchinson, Karise. "Storytelling: Starting Out." In Leadership and Small Business, 111–34. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-64777-7_7.

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O’Murchú, Laoise. "Storytelling is serious business." In Exploring Internal Communication, 163–71. Fourth edition. | Abingdon, Oxon; New York, NY: Routledge, 2020. |: Routledge, 2019. http://dx.doi.org/10.4324/9780429244698-14.

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Hutchinson, Karise. "Storytelling: 10 Years On." In Leadership and Small Business, 135–61. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-64777-7_8.

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Yu Galan, Stanley, Michael Joshua Ramos, Aakov Dy, Yusin Kim, and Ethel Ong. "Towards a Narrative-Based Game Environment for Simulating Business Decisions." In Interactive Storytelling, 290–94. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-71027-3_28.

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Smith, Anthony N. "Economic Specificity in Narrative Design: The Business of Television Drama Storytelling." In Storytelling Industries, 51–131. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-70597-2_3.

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Kleine Wieskamp, Pia. "Startschuss: Aller Anfang ist schwer." In Visual Storytelling im Business, 14–23. München: Carl Hanser Verlag GmbH & Co. KG, 2019. http://dx.doi.org/10.3139/9783446453913.001.

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Conference papers on the topic "Storytelling in business"

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"COLLABORATIVE BUSINESS PROCESS ELICITATION THROUGH GROUP STORYTELLING." In 12th International Conference on Enterprise Information Systems. SciTePress - Science and and Technology Publications, 2010. http://dx.doi.org/10.5220/0002910002950300.

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Mládková, Ludmila. "Tacit knowledge sharing through storytelling." In The 6th International Scientific Conference "Business and Management 2010". Vilnius, Lithuania: Vilnius Gediminas Technical University Publishing House Technika, 2010. http://dx.doi.org/10.3846/bm.2010.118.

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Wu, Chia-yen, Han-yuh Liu, and Yi-ting Wang. "Business Blogs for Interactive Storytelling: An Interpretive Interactionism Perspective." In 2009 Fifth International Joint Conference on INC, IMS and IDC. IEEE, 2009. http://dx.doi.org/10.1109/ncm.2009.124.

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Han-yuh Liu and Chia-yen Wu. "Storytelling for business blogging: A process on two path model." In 2011 International Conference on e-Education, Entertainment and e-Management (ICEEE). IEEE, 2011. http://dx.doi.org/10.1109/iceeem.2011.6137841.

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Antunes, Pedro, Jose Pino, and Mary Tate. "Method for Eliciting and Analyzing Business Processes Based on Storytelling Theory." In Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2019. http://dx.doi.org/10.24251/hicss.2019.669.

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Marjanovic, Olivera. "Empowering Business Users to Explore Visual Data Through Boundary Objects and Storytelling." In 2016 49th Hawaii International Conference on System Sciences (HICSS). IEEE, 2016. http://dx.doi.org/10.1109/hicss.2016.624.

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Prabowo, Agung, Yenni Sri Utami, and Oliver Samuel Simanjuntak. "Revitalization Of Batik Tulis Giriloyo Small Business After The Covid-19 Pandemic Through The Storytelling Approach." In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.188.

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Abstract:
Batik Giriloyo is the oldest written batik center in Yogyakarta. The Batik Giriloyo tradition has a strong emotional connection with the Kraton Yogyakarta tradition due to the development of the courtiers who guarded the tombs of the kings in Imogiri. This historical background makes the Batik Giriloyo motifs have a strong market in a storytelling marketing platform. So far, sales of Batik Giriloyo have relied on direct sales. However, the Covid-19 outbreak caused sales to decline. Changes in consumer behavior will have a permanent impact on sales not anticipated. Changes in consumer social behavior will change their shopping behavior. Reduced contact (less contact) will be a threat. For information technology to be the preferred way of selling, several studies have stated that technology will be useful in supporting the sustainability of people's lives. On the other hand, technology is less able to persuade. This research tries to make a promotional model based on storytelling by utilizing technology 4.0 as a marketing medium. The method used is the exploratory method. Exploration is used to find potential stories in Batik Giriloyo. The results show that the Batik Giriloyo motif has various background stories that are very philosophical. Starting from the philosophy of Javanese Culture, Environmental Philosophy, and history.
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Saputra, Steven, and Riris Loisa. "Character Maturing in Storytelling: A Narrative Analysis of The New Found Commercial Short Film." In International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210805.137.

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Ramm, Saskia, Eva-Maria Kopf, Barbara Dinter, and Sarah Hönigsberg. "What Makes a Good Story - The Use and Acceptance of Storytelling in Business Intelligence." In Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2021. http://dx.doi.org/10.24251/hicss.2021.692.

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Aulia, Mia, Suwatno Suwatno, and Budi Santoso. "Improving Learners’ Oral Communication Skills through Storytelling Learning Method and Learning Facilities." In Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icebef-18.2019.50.

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