Template-type: ReDIF-Article 1.0 Author-Name: Daniele Pozzi Title: Business history as business: the business historian facing the rise of corporate heritage Abstract: Classification-JEL: Keywords: Note: Pages:5-15 Volume: 2023/47 Year: 2023 Issue:47 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75713&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:istois:v:html10.3280/ISTO2023-047001 Number: 1 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=75713 Template-type: ReDIF-Article 1.0 Author-Name: Fabien Pecot Title: Customer perception of brands? heritage: synthesis and perspectives Abstract: This article looks at of what marketing has produced regarding the way consumers engage with brand heritage. The literature review shows how marketing scholars take the heritage discourse and analyses the way the message is communicated to external audiences, if they accept it or not, and what effects it has on their broad relation to the company. Then, the first part of the paper clarifies the distinction in brand heritage literature between the focus on the corporate brand and the focus on the marketing mix and its perception by consumers. The second part defines brand heritage as it is perceived by consumers, while the third examines protocols and, most particularly, scales that facilitate the measurement of brand heritage percep- tion. The fourth part reviews the known consequences of brand heritage perception. Finally, the conclusion lists avenues for further research. Classification-JEL: Keywords: Note: Pages:17-39 Volume: 2023/47 Year: 2023 Issue:47 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75714&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:istois:v:html10.3280/ISTO2023-047002 Number: 2 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=75714 Template-type: ReDIF-Article 1.0 Author-Name: Ian Jones Title: ?For most of its history, that was not the case?: The importance of corporate archives in the use of past strategy Abstract: This paper looks at how Barclays used the services of its in-house corporate archives during a period of severe legitimacy crises. In 2012, Barclays were found to have been rigging the LIBOR rate, another scandal in a succession of scandals for the bank and the banking industry since 2008. To rebuild its legitimacy and create a new set of corporate values for employees, Barclays used its historical resources to con- struct new values based on its Quaker heritage. Barclays Group Archives (BGA) were integral in conducting the research that underpinned the narrative that was used to disseminate these values. The archives were also used to preserve and provide the artefacts that Barclays would use in its promotional material. This paper will show the importance of the archives and the archivists in this process and how they pro- vided unique resources and professional skills that were integral in pursuing a use of the past strategy. Classification-JEL: Keywords: Note: Pages:41-64 Volume: 2023/47 Year: 2023 Issue:47 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75715&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:istois:v:html10.3280/ISTO2023-047003 Number: 3 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=75715 Template-type: ReDIF-Article 1.0 Author-Name: Tomasz Olejniczak Author-Name: Volodymyr Kulikov Title: Managing organizational discontinuity in a corporate museum: case study of the Polish Vodka Museum Abstract: The article explains how corporate museums employ rhetorical history to construct a narrative of continuity against discontinuities in the organizational past. By analyzing the exhibition narratives and what these communicate to the stakeholders, the article ex- plores the case of the Polish Vodka Museum in Warsaw, which was established in the revitalized remains of a defunct vodka plant. The analysis has revealed that features of the former plant that represented continuity, such as the location, buildings, and brands, were emphasized in the narrative, while discontinuous features, such as ownership, legal status, and the core business were downplayed. The article contributes to the literature on rhetorical history, or the strategic uses of the past, by providing a case study of how corporate museums deal with organizational discontinuity by applying rhetorical tools. The case study is a corporate museum from Eastern Europe, an underrepresented region in the business history field characterized by political and socio-economic discontinuities. Classification-JEL: Keywords: Note: Pages:65-93 Volume: 2023/47 Year: 2023 Issue:47 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75716&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:istois:v:html10.3280/ISTO2023-047004 Number: 4 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=75716 Template-type: ReDIF-Article 1.0 Author-Name: Angelo Riviezzo Author-Name: Antonella Garofano Author-Name: Maria Rosaria Napolitano Title: The present (and future) value of the past. Heritage marketing strategies within long-lived firms of Made in Italy Abstract: The present contribution summarizes a research path that started from studies on corporate longevity and came to investigate heritage marketing as a management philosophy and a strategic process aimed at exploiting the organization?s historic patrimony as a competitive asset. Our aim as management scholars was to provide an integrated reading of heritage marketing in the context of long-lived firms, where the potential of the past as a strategic resource for present and future success emerges in all its strength. Based on the in-depth analysis of firms that have developed the Made in Italy system over the centuries, we explored heritage marketing from a process view and proposed a model for developing heritage as a key component of identity, positioning, and fu- ture directions. In this article, we argue the complexity of the strategic process aimed at valorizing corporate heritage and highlight the need for integrating the methods typical of busi- ness management and marketing with those deriving from other disciplines. Specif- ically, we propose some reflections on how history-informed research can be used to manage the peculiarities and potential of corporate heritage in long-lived firms Classification-JEL: Keywords: Note: Pages:95-109 Volume: 2023/47 Year: 2023 Issue:47 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75717&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:istois:v:html10.3280/ISTO2023-047005 Number: 5 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=75717 Template-type: ReDIF-Article 1.0 Author-Name: Valentina Martino Title: An invisible heritage. Company books and ?bookhood? in the Italian case Abstract: This contribution sets out to frame the phenomenon of company books and its con- temporary evolution in Italy in the context of corporate publishing and communication. Corporate history books, biographies and other kinds of editions are promoted by organizations to preserve and communicate their own corporate history, identity and heritage to stakeholders. Despite representing a distinctive and long-standing pub- lishing genre, corporate monographs remain a singular case of ?books-no books? affected by a fundamental inattention and prejudice about their literary and docu- mentary quality. The historic and contemporary profiles of this sector are retraced and compared through a focused review of several field studies and literary ?classics? concerning the Italian case. Indeed, books stand among the most refined, highly performing but also most complex media to be used, in absolute terms, by companies and profes- sionals, who are being called upon to rediscover and learn how to drive such a pow- erful technology of communication, one that has a long life ahead of it yet. Classification-JEL: Keywords: Note: Pages:111-139 Volume: 2023/47 Year: 2023 Issue:47 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75718&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:istois:v:html10.3280/ISTO2023-047006 Number: 6 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=75718