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Navigating relative invariance: Perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution

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  • Lee, Zoe
  • Davies, Iain

Abstract

The notion of relative invariance is highlighted as a foundational principle in how corporate heritage identity traits can remain the same, yet change in meaning over time. Yet, little is published regarding how this notion manifests, or how corporate heritage stewards manage it in identity challenging situations. Utilizing a case study of one of the UK's oldest cancer charities, we highlight how two groups of protagonists - heritage defenders and service innovators -shape the meaning of corporate heritage identity over time. We explore four core tensions that expose the multifaceted and complex nature of relative invariance and identify specific integration and compartmentalization strategies utilized to restore balance, allowing for the continued meaningfulness of corporate heritage identity. Overall, our study advances the notion of relative invariance, providing a more complete understanding of stewards' affinity toward corporate heritage and extending the field of corporate heritage identity into the nonprofit sector.

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  • Lee, Zoe & Davies, Iain, 2021. "Navigating relative invariance: Perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution," Journal of Business Research, Elsevier, vol. 129(C), pages 813-825.
    • Handle: RePEc:eee:jbrese:v:129:y:2021:i:c:p:813-825
    DOI: 10.1016/j.jbusres.2019.05.038
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    References listed on IDEAS

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    1. Al-Amad, Amjad H. & Balmer, John M.T., 2023. "Augmented role identity saliency of CSR in corporate heritage organizations," Journal of Business Research, Elsevier, vol. 155(PA).
    2. John M. T. Balmer, 2023. "Design, corporate brand design, and corporate heritage brand design: what are they? what of them?," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 97-115, March.
    3. John M. T. Balmer, 2023. "Heraldry, mottos, and corporate heritage discovery at the University of Strathclyde: a case of useful learning," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 170-183, March.
    4. Pedro Mir Bernal & Fabien Pecot & Bradford Hudson & Virginie Barnier, 2023. "Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 144-156, March.

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