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

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

Journal of Business Research, 2021, vol. 129, issue C, 826-837

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.

Keywords: Corporate heritage identity; Corporate heritage brands; Relative invariance; Multiple role identities; Place; Wine (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:129:y:2021:i:c:p:826-837

DOI: 10.1016/j.jbusres.2019.05.024

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