To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets

Anne Rindell and Tore Strandvik

European Management Journal, 2023, vol. 41, issue 2, 282-291

Abstract: Corporate heritage is a research topic in branding with managerial relevance to achieve competitive advantages. Research has mainly focussed on companies with a formal corporate heritage orientation, neglecting other companies. In this study, a novel framework has been developed for analysing managers' corporate heritage mindsets as a precondition for a corporate heritage orientation in a non-heritage-oriented company. Individual managers’ corporate image heritage depicts how managers perceive their company over time, hence revealing their corporate heritage mindset. This article proposes that two managerial mindset dimensions matter – corporate heritage recognition and stance. This abductive study combines theory and empirical findings from an industrial company with a long history, but no corporate heritage orientation. The proposed framework offers companies with a history a way to analyse whether corporate heritage could be recognised and employed. This article contributes to corporate heritage research by broadening the applicability of corporate heritage issues.

Keywords: Corporate strategy; Corporate heritage orientation; Managerial mindsets; Corporate heritage; Corporate image heritage; Corporate branding (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:eurman:v:41:y:2023:i:2:p:282-291

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DOI: 10.1016/j.emj.2021.11.004

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