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Cost Effective Evaluation of Companies’ Storytelling on the Web

Author

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  • Clemmensen, Torkil

    (Department of Informatics, Copenhagen Business School)

  • Vendelø, Morten

    (Department of Informatics, Copenhagen Business School)

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 companies’ self-presentation and that customers are readers of these texts. Web site texts with narrative qualities, e.g. scenes, actors, acts, initiate the customers’ imagination and narrative mind and hence their decision making. These ideas are investigated in a qualitative study of two companies’ 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 company’s self-presentation and the customers’ reading of the web site texts.

Suggested Citation

  • Clemmensen, Torkil & Vendelø, Morten, 2004. "Cost Effective Evaluation of Companies’ Storytelling on the Web," Working Papers 2004-8, Copenhagen Business School, Department of Informatics.
    • Handle: RePEc:hhs:cbsinf:2004_008
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    File URL: http://openarchive.cbs.dk/cbsweb/handle/10398/6442
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    References listed on IDEAS

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    1. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
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    More about this item

    Keywords

    Competitive advantage; decision-making; dramas; imagination; narratives; storytelling; web-design;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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