Rhetorical history and strategic marketing: The example of Starbucks

Pierre Volle ()
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This study aims to illustrate how firms engage in rhetorical history, i.e. "the process by which managers skillfully impose meaning on a firm's past as a persuasive and agentic process" (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy).

Keywords: marketing strategy history; social memory assets; Specific and schematic narratives; strategic marketing (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

Published in Journal of Historical Research in Marketing, 2022, 14 (1), pp.111-129. ⟨10.1108/JHRM-08-2021-0042⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03591259

DOI: 10.1108/JHRM-08-2021-0042

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