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To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets

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  • Rindell, Anne
  • Strandvik, Tore

Abstract

Corporate heritage is a research topic in branding with managerial relevance to achieve competitive advantages. Research has mainly focussed on companies with a formal corporate heritage orientation, neglecting other companies. In this study, a novel framework has been developed for analysing managers' corporate heritage mindsets as a precondition for a corporate heritage orientation in a non-heritage-oriented company. Individual managers’ corporate image heritage depicts how managers perceive their company over time, hence revealing their corporate heritage mindset. This article proposes that two managerial mindset dimensions matter – corporate heritage recognition and stance. This abductive study combines theory and empirical findings from an industrial company with a long history, but no corporate heritage orientation. The proposed framework offers companies with a history a way to analyse whether corporate heritage could be recognised and employed. This article contributes to corporate heritage research by broadening the applicability of corporate heritage issues.

Suggested Citation

  • Rindell, Anne & Strandvik, Tore, 2023. "To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets," European Management Journal, Elsevier, vol. 41(2), pages 282-291.
    • Handle: RePEc:eee:eurman:v:41:y:2023:i:2:p:282-291
    DOI: 10.1016/j.emj.2021.11.004
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