To examine the storytelling strategies that social entrepreneurs use to gain acceptance from key stakeholders, we analyze the written applications of 52 Latin American ventures participating in a prestigious social entrepreneurship award, and how these are assessed by a panel of expert judges. We find that the ventures engaging in storytelling are evaluated more positively than those that do not. Furthermore, we are able to identify four main types of distinct narrative themes, and we find that some themes are positively related with the judges' evaluations, while others are not. Our findings suggest that engaging in storytelling may help social entrepreneurs gain acceptance from key stakeholders, especially when they embed their stories in broader narrative themes.

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Villanueva Aguila, Jaume; Bojica , Ana Maria; Ruiz-Nava , Jairo

The storytelling strategies of social entrepreneurs

To examine the storytelling strategies that social entrepreneurs use to gain acceptance from key stakeholders, we analyze the written applications of 52 Latin American ventures participating in a prestigious social entrepreneurship award, and how these are assessed by a panel of expert judges. We find that the ventures engaging in storytelling are evaluated more positively than those that do not. Furthermore, we are able to identify four main types of distinct narrative themes, and we find that some themes are positively related with the judges' evaluations, while others are not. Our findings suggest that engaging in storytelling may help social entrepreneurs gain acceptance from key stakeholders, especially when they embed their stories in broader narrative themes.
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The storytelling strategies of social entrepreneurs
Villanueva Aguila, Jaume; Bojica , Ana Maria; Ruiz-Nava , Jairo
2016 Babson Entrepreneurship Research Conference
Babson College
Babson Park (United States of America), 08/06/2016 - 11/06/2016

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