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Von der Equity Story bis zum Kulturwandel: Zur Bedeutung von Narration im Kontext von Mergers & Acquisitions

  • Dieser Aufsatz befasst sich mit einem aktuellen Trendthema der Kommunikationsbranche, der Narration. Der Artikel verdichtet den Blick auf die Frage nach der Bedeutung von Narration während Mergers & Acquisitions (M&A) und zeigt in diesem Zusammenhang Chancen eines strategischen Storytellings auf. Er informiert über Risiken einer Nichtbeachtung narrativer Prozesse, die auch im Rahmen von M&A auftauchen. In einer Dokumentenanalyse, die mithilfe der qualitativen Inhaltsanalyse nach Mayring ausgewertet wurde, sollte die Frage beantwortet werden, ob und in welchem Umfang Unternehmen, die im Deutschen Leitindex gelistet sind, bereits auf den strategischen Einsatz von Geschichten setzen.
  • The purpose of this thesis is to answer the question of what role narration plays during Mergers & Acquisiotions (M&A). As there is very little literature available in this context, the work produced in this thesis aims to provide a further understanding of the topic. It is shown that the process of telling stories in organizations is a basis for the relationship between the members of the organization, a collectively experienced identity and, consequently, the production of orientation providing, collective patterns of meaning and behavior - the so called organizational culture. The strategic use of narration can reveal implicit elements of organizational cultures, in order to make implicit barriers visible that potentially obstruct a necessary upcoming cultural change. Narration can further act as a support for cultural change. Alongside employees, the trust of the capital market participants plays a critical role for the success of M&A-transactions. The thesis shows how trust in the transaction can be aroused by means of an affectively charged future story. A document analysis, which was analyzed by using the qualitative content analysis method according to Mayring, shows that companies listed in the German stock index (DAX), are not using narrative elements for the communication of M&A to this day. The result is consistent with studies by other researchers who argue that a strategic storytelling does not seem to exist in practice so far. This being an admirable result due to the numerous Narration's potentials, which are presented in this thesis.

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Author:Patrick Dörr
Title (German):Von der Equity Story bis zum Kulturwandel: Zur Bedeutung von Narration im Kontext von Mergers & Acquisitions
Parent Title (German):Corporate Communications Journal CCJ
Document Type:Article
Year of Completion:2018
Release Date:2020/05/11
First Page:22
Last Page:29
Faculties:Fakultät MKT / Institut für Kommunikationsmanagement
DDC classes:300 Sozialwissenschaften / 380 Handel, Kommunikation, Verkehr
Review Status:Veröffentlichte Fassung/Verlagsversion