Home > Research > Publications & Outputs > Place as a nexus for corporate heritage identity

Electronic data

  • JBR_wine_CHI_finala

    Rights statement: This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, ??, ??, 2019 DOI: 10.1016/j.jbusres.2019.05.024

    Accepted author manuscript, 665 KB, PDF document

    Embargo ends: 29/11/20

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

Links

View graph of relations

Place as a nexus for corporate heritage identity: An international study of family-owned wineries

Research output: Contribution to journalJournal article

E-pub ahead of print
Close
<mark>Journal publication date</mark>29/05/2019
<mark>Journal</mark>Journal of Business Research
Publication statusE-pub ahead of print
Early online date29/05/19
Original languageEnglish

Abstract

This paper uncovers the dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands. Through an examination of the role of place in the marketing strategies of seven family-owned wineries, in six countries, we explain how these wineries use their place to create and incorporate consistency with change in their marketing strategies. The cross-cultural case analysis of multigenerational and long-established, as well as novel and fledgling wineries, showcases how multiple role identities of wineries interact with the relative invariance of place to infuse corporate heritage identities and corporate heritage brands, and vice-versa. The results build on corporate heritage literature by providing an in-depth illustration of the role of place and corporate heritage identity interactions in the development of a firm's marketing strategy. The results are especially relevant for firms offering products anchored in a geographic origin.