Copenhagen Business School


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Narrative structures of the sales conversation pitch (or storytelling) hos Copenhagen Business School

Storytelling supports individual interpretations of past, present, and future events and communicates socially constructed meanings to others through stories. Previous research has found that stories are positively related to customer trust in the supplier, personal connection, and advocacy.


In this project, we aim to understand the linguistic characteristics of successful stories in sales. In this way, this research project will help B2B technology companies effectively use storytelling in the prospecting phase of the sales process. Thus, students can propose a specific B2B technology company to use as a case study for extracting storytelling data from prospecting campaigns.

Merk: Du skal ofte ha forhåndsgodkjennelse fra universitetet ditt eller studieveileder, for å sikre deg at prosjekter eller masteroppgaver på Graduateland kan bli akseptert som en del av studiet. Kontakt det rette organ i god tid for å sikre deg at du velger det rette prosjekt.