Strategic storytelling in the communication of sustainable start-ups

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dc.contributor.advisorMeelberg, V.
dc.contributor.advisorMunteán, L.
dc.contributor.authorRaaijen, W.F. van
dc.date.issued2022-11-17
dc.description.abstractSustainability has become more important than ever and if we want to ascertain a future on this planet for the generations to come, change in society is required. However, change takes time and people are generally resistant to change, resulting in sustainable companies encountering difficulties in selling their sustainable products. The present study investigated how the use of strategic storytelling elements in the communication of sustainable Dutch start-ups contribute to the sustainability discourse in society. The research was conducted through means of a multiple case study consisting of three different cases, all three Dutch sustainable start-ups. Each case was analysed individually by means of both a textual and visual analysis, and ultimately compared to one another. The results showed that all three companies appeared to be making use of strategic storytelling elements differently to benefit their business and contribute to the sustainability discourse in society, but nonetheless all making clever use of the benefits that strategic storytelling brings with it. Furthermore, the results indicated that the support of visual texts in communication of sustainable start-ups enhances the chance to overcoming the issue of sustainable start-ups to sell their products that might be perceived as contested or difficult. Thereby it showed that different approaches can be used and might prove effective, depending on the circumstances and the approach used, when it comes to using strategic storytelling elements in the communication of sustainable start-ups.en_US
dc.embargo.lift10000-01-01
dc.embargo.typePermanent embargoen_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/14183
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationCreative Industriesen_US
dc.thesis.studyprogrammeMaster Kunst- en Cultuurwetenschappenen_US
dc.thesis.typeMasteren_US
dc.titleStrategic storytelling in the communication of sustainable start-upsen_US
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