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Storytelling in der internen Unternehmenskommunikation

Storytelling in der internen Unternehmenskommunikation

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658191368
Condition
New
Product Description

Tatiana Belgorodski untersucht erstmals das Erzhlen von Geschichten, das Storytelling, mit Blick auf die interne Unternehmenskommunikation. Sie zeigt auf, wie Geschichten wirken und von welchen Einflussfaktoren ihr Nutzen fr die interne (Change-)Kommunikation abhngt. Vor dem Hintergrund kognitions- und sozialpsychologischer Erkenntnisse werden Risiken und Chancen von Storytelling diskutiert, Interviews mit Unternehmensvertretern gewhren einen Einblick in die Praxis des Geschichtenerzhlens in einem globalen Pharmaunternehmen. Die Autorin liefert eine umfassende Darstellung und Bewertung unterschiedlicher Storytelling-Beispiele und entwickelt ein Modell zum Einsatz und Nutzen des Storytellings fr Kommunikationsmanagerinnen und -manager sowie Fhrungskrfte.

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