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Title: Corporate heritage identity stewardship: A corporate marketing perspective
Authors: Burghausen, M
Balmer, JMT
Keywords: Corporate identity;Corporate heritage;Case study;Qualitative research;Corporate heritage identity;Corporate marketing
Issue Date: 2015
Publisher: Emerald Group Publishing Limited
Citation: European Journal of Marketing, 49(1/2): 22 - 61, (2015)
Abstract: Purpose – The purpose of this empirical study was to introduce the theory of corporate heritage stewardship by focussing on the nascent corporate heritage identity domain. In particular, the research explores managers’ collective understanding of their organisation’s corporate heritage and how the latter is marshalled, and strategically represented, by them. The case study was undertaken in Great Britain’s oldest extant brewery. Established in 1698, Shepherd Neame is one of UK’s oldest companies.
ISSN: 0309-0566
Appears in Collections:Brunel Business School Research Papers

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