Economy & Finance breakfast with Catherine MALAVAL by videoconference

The benefits of storytelling and the historical method for optimizing a company's image

More often than not, companies only take an interest in their history on the occasion of exceptional, positive or festive moments, such as anniversaries or mergers. This is the time to record memories, share a common adventure or celebrate a heritage of remarkable innovations and renowned products. The rest of the time, it's just a matter of "moving forward", being "forward-looking" or "visionary". Beyond these timely, commemorative and advertising reasons, however, it seems more relevant than ever to take an economic, social and societal view of history.This approach, known in the English-speaking world as Business History , is placed at the service of strategy and management, and more broadly at the service of communication and commitment.

The stakes are high, particularly when it comes to reinventing business models and relations between company players, so as to bolster strategy and its long-term approach, and improve its attractiveness. On the strength of this approach, which can be applied to both large groups and SMEs, Neotopics was nominated in 2017 in the Innovation category of the Créatrices d'Avenir prize dedicated to women's entrepreneurship in Ile-de-France. Its founder, Catherine Malaval, will be on hand on Friday March 19, 2021 to share her methodology, experience and convictions about this original approach to business.

With a doctorate in history from the EHESS and degrees in sociology and journalism, Catherine Malaval advocates the usefulness of a multi-disciplinary approach to human and social sciences applied to corporate strategy and communication.

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