IDEAS home Printed from
   My bibliography  Save this paper

Cost Effective Evaluation of Companies’ Storytelling on the Web


  • Clemmensen, Torkil

    (Department of Informatics, Copenhagen Business School)

  • Vendelø, Morten

    (Department of Informatics, Copenhagen Business School)


In this paper we present a cost effective and simple procedure for evaluating company web sites. Our assumption is that such sites are places for companies’ self-presentation and that customers are readers of these texts. Web site texts with narrative qualities, e.g. scenes, actors, acts, initiate the customers’ imagination and narrative mind and hence their decision making. These ideas are investigated in a qualitative study of two companies’ self-presentation as future work places for students. The results demonstrate that the students choose the company that has a web site with rich narrative qualities above the company that has a web site with good graphical appearance, but poor narrative qualities. In conclusion, we suggest that user centred evaluation of commercial web sites by using the suggested method can pay attention to deep, narrative structures in both the company’s self-presentation and the customers’ reading of the web site texts.

Suggested Citation

  • Clemmensen, Torkil & Vendelø, Morten, 2004. "Cost Effective Evaluation of Companies’ Storytelling on the Web," Working Papers 2004-8, Copenhagen Business School, Department of Informatics.
  • Handle: RePEc:hhs:cbsinf:2004_008

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, Oxford University Press, vol. 84(3), pages 488-500.
    Full references (including those not matched with items on IDEAS)

    More about this item


    Competitive advantage; decision-making; dramas; imagination; narratives; storytelling; web-design;

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hhs:cbsinf:2004_008. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Lars Nondal). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.