Impresa e narrazione in Italia
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.