Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models...

The paper examines how the concept of corporate heritage brand management develops, based on a comprehensive review of academic literature on the meaning, components and models of corporate heritage brand management. Specifically, the study unearths the developmental processes from a new...