TY - JOUR
T1 - Balancing uniqueness and similarity
T2 - A content analysis of textual characteristics in Dutch corporate stories
AU - Janssen, Suzanne
AU - van Dalfsen, Carlien K.A.
AU - van Hoof, Joris J.
AU - van Vuuren, Mark
PY - 2012/3
Y1 - 2012/3
N2 - Writing corporate stories to articulate identity is challenging because one must balance between the recognizable similarities with other companies (e.g., core activities, type of industry) and the company's own uniqueness. In the present study, we propose a conceptualization of corporate stories in terms of similarity and uniqueness, and present a scheme of six main categories of textual characteristics: general, style, structure, content, genre, and layout. The scheme is illustrated in a content analysis of 45 Dutch consumer-focused corporate stories. The results indicate that, contrary to the literature and guidelines on corporate stories, similarities in textual characteristics with other corporate stories are as typical for a corporate story as its uniqueness. Theoretical and managerial implications are discussed. © 2011 Elsevier Inc.
AB - Writing corporate stories to articulate identity is challenging because one must balance between the recognizable similarities with other companies (e.g., core activities, type of industry) and the company's own uniqueness. In the present study, we propose a conceptualization of corporate stories in terms of similarity and uniqueness, and present a scheme of six main categories of textual characteristics: general, style, structure, content, genre, and layout. The scheme is illustrated in a content analysis of 45 Dutch consumer-focused corporate stories. The results indicate that, contrary to the literature and guidelines on corporate stories, similarities in textual characteristics with other corporate stories are as typical for a corporate story as its uniqueness. Theoretical and managerial implications are discussed. © 2011 Elsevier Inc.
UR - http://www.scopus.com/inward/record.url?scp=84856667077&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2011.09.025
DO - 10.1016/j.pubrev.2011.09.025
M3 - Article
SN - 0363-8111
VL - 38
SP - 32
EP - 39
JO - Public Relations Review
JF - Public Relations Review
IS - 1
ER -