Conceptual model of business storytelling
Author
Term
4. semester
Education
Publication year
2018
Submitted on
2018-06-01
Abstract
Business storytelling has long been used within organizations both internally and externally. This report focuses on introducing a conceptual model that can be used both in a descriptive capacity to identify the concepts that are part of business storytelling as well as in a practical capacity as a tool for assessing the current business storytelling strategy of a company and identifying opportunities for expanding the strategy. An analysis on how established and startup companies use business storytelling currently is explored as well as the existing theory and theory independent of the area of concern that can also be relevant to business storytelling is done. The resulting conceptual model is then tested for usability and a recommended workflow presented.
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