Burghausen, Mario; Balmer, John M.T. - In: European Journal of Marketing 49 (2015) 1/2, pp. 22-61
theory argues that the strategic enactment of a corporate heritage identity is predicated on a particular management mindset … implications – The findings have utility for corporate marketing management, in that they illustrate how a collective corporate … significant for management stewardship of a corporate heritage identity. Originality/value – The research confirms and expands the …