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

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Nathalie Spielmann, Allan Discua Cruz, Beverly B. Tyler, Karin Beukel

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.
Original languageEnglish
JournalJournal of Business Research
Number of pages12
ISSN0148-2963
DOIs
Publication statusE-pub ahead of print - 29 May 2019

ID: 219534568