Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity

This article advances the theoretical and instrumental understanding of corporate heritage identities. This exploratory, empirical study focuses on both the nature and the relevance of corporate heritage identity as employed by managers for corporate identity management purposes. The research is undertaken within Britain's oldest brewery - one of the oldest corporate entities in Great Britain with a provenance spanning many centuries and utilizes a qualitative and theory building case study. The research reveals two classes of management responsibilities vis-a-vis corporate heritage identity management, namely corporate heritage management activities and corporate heritage implementation strategies, which follow a particular corporate heritage identity implementation pattern identified. A normative framework synthesizes and marshals the findings. The empirical study provides insight into corporate heritage identity management and is potentially useful to both scholars and practitioners. This study advances the nascent area of corporate heritage identity management by providing empirical and theoretical insight into the salience and strategic relevance of corporate heritage identity as a resource for corporate marketing. The article provides a normative framework of actionable categories of activities related to the management and implementation of substantive corporate heritage identity dimensions. (C) 2014 Elsevier Inc. All rights reserved.