Project Details
Description
‘Telling the Story of Business’ is a yearly symposium which celebrates and furthers story-driven research in entrepreneurship, business and marketing. The symposia provide researchers with a forum in which to discuss how storytelling can be used to generate insights that do not emanate from quantitative research.
Theoretical Background and Ethos: Storytelling within the business research domain is often erroneously regarded as unscientific and therefore of little value. This is because research in business is traditionally based on case studies, which are used to illustrate the application of knowledge in real-life situations and to highlight potential consequences. They are highly factual, often objective, and contain figures and data.
Stories, on the other hand, can provide deep, subjective insight. They often have an emotional component and, as a result, can have significant impact. Stories are generally more memorable and give context and meaning to the information.
Storytelling, above all, is affected from a personal perspective (sometimes multiple perspectives) and is highly interpretive and individualistic.
Theoretical Background and Ethos: Storytelling within the business research domain is often erroneously regarded as unscientific and therefore of little value. This is because research in business is traditionally based on case studies, which are used to illustrate the application of knowledge in real-life situations and to highlight potential consequences. They are highly factual, often objective, and contain figures and data.
Stories, on the other hand, can provide deep, subjective insight. They often have an emotional component and, as a result, can have significant impact. Stories are generally more memorable and give context and meaning to the information.
Storytelling, above all, is affected from a personal perspective (sometimes multiple perspectives) and is highly interpretive and individualistic.
Key findings
Impact
Scientific/methodological: theoretical development of storytelling as informed practice in business, teaching and learning development. The symposia have a significant impact upon practitioner-based research. The events also further research-informed and -led teaching and learning since storytelling as a methodological approach is embedded within Trends in Marketing and Strategic Marketing post-graduate modules and doctoral supervision.
Economic and capacity-based: working with businesses to demonstrate how storytelling can be used in strategic/brand development, informing practitioners around storytelling with (particularly online) audiences and consumer stories, exploring, with practitioners, how stories can be used to influence consumer behaviour, stories as a market research method to gain deep insight; working with BT, CIM, and USW Business Clinic clients is ongoing and informs practice.
Scientific/methodological: theoretical development of storytelling as informed practice in business, teaching and learning development. The symposia have a significant impact upon practitioner-based research. The events also further research-informed and -led teaching and learning since storytelling as a methodological approach is embedded within Trends in Marketing and Strategic Marketing post-graduate modules and doctoral supervision.
Economic and capacity-based: working with businesses to demonstrate how storytelling can be used in strategic/brand development, informing practitioners around storytelling with (particularly online) audiences and consumer stories, exploring, with practitioners, how stories can be used to influence consumer behaviour, stories as a market research method to gain deep insight; working with BT, CIM, and USW Business Clinic clients is ongoing and informs practice.
| Status | Active |
|---|---|
| Effective start/end date | 8/01/20 → … |