Strategia e corporate narratives nelle aziende italiane
2024 Editorial
How are the corporate narratives of leading Italian companies born and how are they declined?
This is the question that a research carried out by CECOMS - Center for Strategic Communication at IULM University in collaboration with the strategic corporate storytelling company Bea - Be a Media Company, entitled “Strategia e corporate narratives nelle aziende italiane” (Strategy and corporate narratives inside italian companies) sought to answer.
The research was curated by Stefania Romenti, coordinator of CECOMS and full professor of strategic communication and sustainability at IULM University, and Luciano Massa, an expert in corporate and strategic communication.
The research was conducted through a series of in-depth interviews with several communication managers of Italian companies of various sizes. The strategic narrative process, organizational models, measurement methods and future vision were explored in depth. The picture that emerges is that of a growing importance of corporate narratives that enhance the organization as a “single body,” rather than individual brands. An integrated approach that allows all existing touchpoints to be used and opens up channels of conversation with very diverse audiences.