Series | Studi e ricerche
Edited book | Imprese letterarie
Chapter | Impresa e narrazione in Italia
Impresa e narrazione in Italia
Abstract
Under the pressure of an increasingly crowded and noisy competitive environment, companies face new challenges and meet new communication needs. The application of storytelling techniques for managerial practice uses tools that pertain to the world of literature. However, this is anything but new since the stories of companies are deeply intertwined in narrative structures and recurring archetypes. Throughout this chapter we will present the application of storytelling to satisfy different business objectives, first of all as a means to enhance and communicate culture and brand identity. In addition we will give an overview of some of the main realities that populate the panorama of business communication in Italy.
Submitted: June 26, 2019 | Published Dec. 7, 2019 | Language: it
Keywords Storytelling • Companies • Narrative structures • Storyteller • Business communication
Copyright © 2019 Fabrizio Panozzo, Giulia Ferronato. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.
Permalink http://doi.org/10.30687/978-88-6969-356-4/005
