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Storytelling about CSR: Engaging Stakeholders through Storytelling about CSR

Storytelling about CSR: Engaging Stakeholders through Storytelling about CSR
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Author(s): Elisa Baraibar-Diez (University of Cantabria, Spain), María D. Odriozola (University of Cantabria, Spain) and José Luis Fernández Sánchez (University of Cantabria, Spain)
Copyright: 2017
Pages: 22
Source title: CSR 2.0 and the New Era of Corporate Citizenship
Source Author(s)/Editor(s): Mark Anthony Camilleri (University of Malta, Malta)
DOI: 10.4018/978-1-5225-1842-6.ch011

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Abstract

Storytelling has proved to be effective in fields such as education and healthcare, but also in public relations, branding, organizational management, and employee engagement, what has led to the emergence of the terms corporate or organizational storytelling, where narration is related to corporate issues. The benefits of storytelling show that it can be used as a tool to communicate CSR information in order to engage other stakeholders. This chapter provides several examples of storytelling about CSR in four successful companies with the aims of transmitting values, fostering collaboration, leading change and sharing knowledge: Cisco Systems, The Coca-Cola Company, Patagonia, and KPMG Ireland.

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