Storytelling: A strategic approach towards compelling and meaningful stories

Monique Schröder

Student thesis: Master thesis

Abstract

EXECUTIVE SUMMARY: Storytelling is not a new concept – it has been used as a medium to communicate throughout the history of mankind. Nowadays, storytelling is a recognized concept within business. However recent shifts in societal dynamics have created a gap between existing models within the storytelling field and practices currently employed by companies. Inspired by the lack of concrete answers in current storytelling literature, this thesis seeks to explore the gap between literature and practice by constructing a framework, which seeks to take the first step towards developing a strategic approach to storytelling. Thus, the objective of this study is to develop a tangible framework for storytelling, and therein answer the research questions: From an organizational point of view, how can organizations create compelling and meaningful stories? Furthermore, how should organizations strategically approach storytelling in order to succeed in the ever-changing business dynamics? Whilst answering the posed questions, the objective of this study is to develop a tangible framework for storytelling, which will be presented in the second part of this thesis. The framework presented is build through qualitative research in the form of semi structured interviews with experts in the area of storytelling, a review of existing models in the field as well as theories within communication, consumer-brand relationships and storytelling in general. The conclusion of this study is that organizational storytelling is a process, which entails a beginning, during and after. If companies want storytelling to support their business goals on a strategic level, they need to understand that all three parts of the process are equally important. Furthermore, it is key to integrate the storytelling process into all areas of the organization to reach compelling storytelling efforts. Further research needs to be done in collaboration with companies to validate the strength of the framework. Moreover, for a more holistic view, other interviews and insights are needed, i.e. the customer’s point of view to fully understand the receiver-listener relationship. Keywords: storytelling, strategic approach, expert interviews, iterative process, framework

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2015
Number of pages92