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, 129, 2021 DOI: 10.1016/j.jbusres.2019.05.024
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Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Place as a nexus for corporate heritage identity
T2 - An international study of family-owned wineries
AU - Spielmann, Nathalie
AU - Discua Cruz, Allan
AU - Tyler, Beverly
AU - Beukel, Karin
N1 - 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, 129, 2021 DOI: 10.1016/j.jbusres.2019.05.024
PY - 2021/5/31
Y1 - 2021/5/31
N2 - 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.
AB - 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.
KW - Corporate heritage identityiple role identitiesPlaceWine
KW - Corporate heritage brands
KW - Relative invariance
KW - Multiple role identities
KW - Place
KW - Wine
U2 - 10.1016/j.jbusres.2019.05.024
DO - 10.1016/j.jbusres.2019.05.024
M3 - Journal article
VL - 129
SP - 826
EP - 837
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -