-
ナラティブカンパニー
- 企業を変革する「物語」の力
- Narrated by: 日下 純
- Length: 7 hrs and 3 mins
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ナラティブカンパニー
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Publisher's summary
本タイトルには付属資料・PDFが用意されています。ご購入後、デスクトップのライブラリー、またはアプリ上の「目次」でご確認ください。（アプリバージョン：Android 2.40以上、iOS 3.11以上）
戦略PRの第一人者が伝授！
ナイキ、ソニー、アマゾン、メルカリほか、
豊富な事例に学ぶ「企業と生活者が共に紡ぐ物語」のつくり方
味の素冷凍食品：冷凍餃子は「手抜き」ではなく「手間抜き」です
パンテーン：「＃この髪どうしてダメですか」
WHILL：車椅子→パーソナルモビリティとして再定義
ネットフリックス：世界一のDX企業に備わる共創構造
【ナラティブを実践する５つのステップ】
STEP１ パーパスの設定：ナラティブの「起点」を定める
STEP２ パーセプションの形成：ナラティブの「目的」を明確にする
STEP３ ナラティブスクリプトの作成：ナラティブを「描く」
STEP４ マルチエンゲージの展開：ナラティブを「共創」する
STEP５ 効果の測定：ナラティブを「はかる」
【主要目次】
PART１ なぜナラティブが求められるのか？―ニューノーマルの３つの変化
１「共体験」価値の高まり
２「社会的距離」の見極め
３「自分らしさ」が問われる
PART2 ナラティブを実践する５つのステップ
STEP1 パーパスの設定：ナラティブの「起点」を定める
STEP2 パーセプションの形成：ナラティブの「目的」を明確にする
STEP3 ナラティブスクリプトの作成：ナラティブを「描く」
STEP4 マルチエンゲージの展開：ナラティブを「共創」する
STEP5 効果の測定：ナラティブを「はかる」
PART３ 企業価値に直結するナラティブ
１ ナラティブ力を発揮する達人たち
トランプもナラティブの達人
ナラティブ不在の「アベノマスク」
「こんまり」のナラティブ
２ ソーシャル・レスポンシビリティ：責任を果たすナラティブ
SDGs達成にも欠かせないナラティブ
ユニチャームの事例：「生理について気兼ねなく話せる社会」をつくろう
メルカリの事例：創業の原点は「なめらかな社会を築く」
３ ビジネストランスフォーメーション：変革を進めるナラティブ
ネットフリックスの事例：世界一の変革企業に見るナラティブ性
objct.ioの事例：自分たちが欲しいと思うバッグをつくる
４ ビヘイビア・プリンシプル：行動を起こすナラティブ
アマゾンの事例：パワポは禁止、ナラティブを書く
SUNDREDの事例：「新産業共創」の「拠りどころ」となる
５ ナラティブカンパニーの時代
ナラティブは企業価値に直結する
ビジョナリーカンパニーからナラティブカンパニーへ
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