Launching New Products using Storytelling as a Powerful Entrepreneurial Tool

DOI

10.2991/aebmr.k.220603.022How to use a DOI?

Keywords

Storytelling; Entrepreneurs; New Products; Brand attitudes

Abstract

Most brands will introduce new products to the market. The brands need to keep up with the competition, keep up with evolving customer expectations, and preserve their attractiveness by updating and renewing their product lines. In light of the increasing usage of storytelling in the introduction of new goods by entrepreneurs, the topic of their relative efficacy is raised. Storytelling’s impact on consumer attitudes and purchasing inclinations may be seen in this text’s setting. Through conducting a survey, this study gets data with the experimental analysis to analyze the narratives with rational descriptions. This paper puts forward the basic strategy of storytelling, especially the content, and perspective should be included in storytelling to promote the construction of the corporate brand story.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Zixin Wang
PY  - 2022
DA  - 2022/07/01
TI  - Launching New Products using Storytelling as a Powerful Entrepreneurial Tool
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 123
EP  - 128
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.022
DO  - 10.2991/aebmr.k.220603.022
ID  - Wang2022
ER  -