Im Oktober 2023 ist mein englischsprachiges Kapitel „Using an Affecting Business Story to “Boost” Your Organization’s Brand“ im Herausgeberwerk „A World Scientific Encyclopedia of Business Storytelling“ – Volume 1: „Business Storytelling in Entrepreneurship“ (Boje & Pelly, World Scientific Publishing) erschienen.
Abstract: „Many organizations lack an authentic link between its brand and its business story. Promises made to internal stakeholders can’t be kept toward external stakeholders. This chapter examines how a brand can be strengthened by a successful story. The results of a systematic literature review have shown that cognitive dissonance among internal employees and external stakeholders arises if an organization’s brand and its story are inconsistent. The famous campaign “Facing The North” by Mercedes-Benz and The North Face illustrates our findings regarding an experience-based brand story. This chapter addresses researchers and practitioners in the fields of entrepreneurship as well as marketing and enables them to learn how to use an affecting business story to strengthen an organization’s brand.“
Den Link zum Beitrag finden Sie unter „Veröffentlichungen“.