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Family heritage in corporate heritage branding: opportunities and risks
Jönköping University, Jönköping International Business School, JIBS, Center for Family Enterprise and Ownership (CeFEO). Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC). Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0002-7962-6211
2017 (English)In: Foundations of Corporate Heritage, Oxford: Routledge, 2017Chapter in book (Refereed)
Abstract [en]

The chapter explores the opportunities and risks associated with addressing family heritage in the context of corporate heritage branding. Family businesses are particularly interesting for the communication of corporate heritage , as the heritage of the company and that of the owner family are usually closely connected. Firms communicating their corporate heritage often aim at assuring stakeholders that central traits of the company will endure even in the future. Such trait constancy can become embodied, reinforced, and extended by the inclusion fo family heritage. However family heritage can become a liability when stakeholders discover negative traits in the family's past.

Place, publisher, year, edition, pages
Oxford: Routledge, 2017.
Keyword [en]
marketing, branding, family business, renewal, continuity, corporate heritage, social memory
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-34179ISBN: 9781138833555OAI: oai:DiVA.org:hj-34179DiVA: diva2:1052079
Available from: 2016-12-05 Created: 2016-12-05 Last updated: 2016-12-05

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Brunninge, Olof
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JIBS, Center for Family Enterprise and Ownership (CeFEO)JIBS, Media Management and Transformation Centre (MMTC)JIBS, Business Administration
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