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Storytelling pp 61-100 | Cite as

The Company Core Story

  • Klaus Fog
  • Christian Budtz
  • Philip Munch
  • Stephen Blanchette

Abstract

This story shows how important it is to our motivation and self worth, to know that our efforts contribute to something with a deeper meaning. In a simplified way, it shows why it is so important for companies to have a core story—something that becomes a motivating beacon for employees, and ensures the company communicates a clear and consistent message.

Keywords

Fairy Tale Loyal Customer Strong Brand Body Shop Greek Mythology 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  • Klaus Fog
    • 1
  • Christian Budtz
    • 1
  • Philip Munch
    • 1
  • Stephen Blanchette
    • 1
  1. 1.SIGMACopenhagenDenmark

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