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

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

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.

Suggested Citation

  • Spielmann, Nathalie & Discua Cruz, Allan & Tyler, Beverly B. & Beukel, Karin, 2021. "Place as a nexus for corporate heritage identity: An international study of family-owned wineries," Journal of Business Research, Elsevier, vol. 129(C), pages 826-837.
    • Handle: RePEc:eee:jbrese:v:129:y:2021:i:c:p:826-837
    DOI: 10.1016/j.jbusres.2019.05.024
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    Cited by:

    1. Burton, Nicholas & Vu, Mai Chi & Cruz, Allan Discua, 2022. "Our social legacy will go on: Understanding outcomes of family SME succession through engaged Buddhism," Journal of Business Research, Elsevier, vol. 143(C), pages 105-118.
    2. repec:fan:istois:v:html10.3280/isto2023-047002 is not listed on IDEAS
    3. Spielmann, Nathalie & Discua Cruz, Allan & Tyler, Beverly B. & Cerrato, Daniele, 2022. "Signaling stewardship and the value of family in a brand heritage Identity: A cross-cultural study of wineries," Journal of Business Research, Elsevier, vol. 153(C), pages 35-45.
    4. repec:fan:istois:v:html10.3280/isto2023-047005 is not listed on IDEAS
    5. repec:fan:istois:v:html10.3280/isto2023-047003 is not listed on IDEAS
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    8. 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.
    9. 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.
    10. Georgiou, Thoukis & Papasolomou, Ioanna & Vrontis, Demetris & Thrassou, Alkis, 2023. "Market-oriented succession effectiveness in family business – Case-based evidence from Cyprus family-owned wine business," Journal of Business Research, Elsevier, vol. 165(C).
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