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Department of informatics, Copenhagen Business School Working Paper Series, Department of informatics, Copenhagen Business School

No 2004-8:
Cost Effective Evaluation of Companiesí Storytelling on the Web

Torkil Clemmensen and Morten VendelÝ

Abstract: In this paper we present a cost effective and simple procedure for evaluating company web sites. Our assumption is that such sites are places for companiesí self-presentation and that customers are readers of these texts. Web site texts with narrative qualities, e.g. scenes, actors, acts, initiate the customersí imagination and narrative mind and hence their decision making. These ideas are investigated in a qualitative study of two companiesí self-presentation as future work places for students. The results demonstrate that the students choose the company that has a web site with rich narrative qualities above the company that has a web site with good graphical appearance, but poor narrative qualities. In conclusion, we suggest that user centred evaluation of commercial web sites by using the suggested method can pay attention to deep, narrative structures in both the companyís self-presentation and the customersí reading of the web site texts.

Keywords: Competitive advantage; decision-making; dramas; imagination; narratives; storytelling; web-design; (follow links to similar papers)

JEL-Codes: O30; (follow links to similar papers)

20 pages, September 20, 2004

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