経営資源としてのストーリーの探索プロセス
―Storymaker 社の事例―
A Study on the Process of Identifying Stories as Corporate Resources: A Case Study of Storymaker
高森桃太郎 (関西学院大学）
Momotaro Takamori （Kwansei Gakuin University）
Abstract
In recent years, research has shown the significance and effectiveness of storytelling in business. As a procedure, before telling any type of story, companies must find that narrative and craft it into a strategic message to be communicated to the intended receiver. However, there is little research that discusses how organizations can find a strategic story for their competitive advantage. This is not an easy task, so when it comes to finding their stories, companies often seek consultations from professionals outside their organizations. Investigating how these professionals operate will shed light on organizations’ story finding.
To this end, the paper conducts a case study of Storymaker, a German PR agency. Storymaker provides consultations and workshops not only for storytelling, but also for story finding.
Through interviews and analysis of their tools, the paper discusses the process of identifying an effective corporate story.