Abstract:<p><b>We live in a world of narratives. Storytelling has become increasingly prominent across marketing and management disciplines in recent decades, due, in part, to its ability to incorporate both rational and emotional appeals. However, despite the proven success of storytelling as a corporate branding strategy, its potential as an export promotion tool is yet to be explored within the international business (IB) discipline. Based on the corporate branding literature, storytelling is important b… Show more
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