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Orchestrating the past: the challenge and potential of deploying organizational history for public support

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  • Mui, Rachel
  • Parker, Owen
  • Titus, Varkey K.

Abstract

•A firm’s history communicated in isolation can invite audience skepticism and even become a liability.•History generates advantage only when bundled with credible resources that verify history’s ongoing relevance.•Such resource bundles strengthen symbolic differentiation and translate into greater public support.

Suggested Citation

  • Mui, Rachel & Parker, Owen & Titus, Varkey K., 2025. "Orchestrating the past: the challenge and potential of deploying organizational history for public support," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005843
    DOI: 10.1016/j.jbusres.2025.115761
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    References listed on IDEAS

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