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Impresa e narrazione in Italia

Fabrizio Panozzo    Università Ca’ Foscari Venezia, Italia    

Giulia Ferronato    Università Ca’ Foscari Venezia, Italia    

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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.

Pubblicato
07 Dicembre 2019
Presentato
26 Giugno 2019
Lingua
IT
ISBN (PRINT)
978-88-6969-357-1
ISBN (EBOOK)
978-88-6969-356-4

Keywords: CompaniesBusiness communicationStorytellerStorytellingNarrative structures

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.