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Markennarrative in der Unternehmenskommunikation
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Pablo Neder zeigt auf, wie Geschichten im Allgemeinen und Unternehmensgeschichten im Speziellen beim Konsumenten wirken und weshalb sie weitererzhlt werden. Dabei wird theoretisch wie empirisch dargelegt, dass Unternehmensgeschichten viele Potentiale fr das Markenmanagement bereithalten, die in Wissenschaft und Praxis bisher kaum genutzt werden. Anhand eines interdisziplinren Ansatzes wird veranschaulicht, welche Faktoren die Erfolgsaussichten des Storytellings im Rahmen der Unternehmenskommunikation beeinflussen.
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