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Title: Corporate Brand Heritage in Family Businesses; Not Always About Family History
Authors: Blombäck, Anna
Brunninge, Olof
Department: University of Borås. School of Business and IT
Issue Date: May-2012
Citation: The Second International Corporate Brand Heritage and Corporate Heritage Identity Symposium
Media type: text
Publication type: conference paper, other
Keywords: corporate branding
corporate communications
corporate identity
family firms
heritage identity
Subject Category: Subject categories::Social Sciences::Economics and Business::Business Administration
Research Group: CeFEO - Centre of Family Enterprise and Ownership, Jönköping International Business School
Strategic Research Area: Business and IT
Abstract: In this paper we discuss how communication of family heritage in family businesses can be valuable from both corporate brand and organization identity perspectives, but also why further discussion is needed in regards to the phenomenon. The paper adds to this emerging literature by elaborating on the challenges and choices made in relation to communication of heritage in firms that have co-existing and overlapping corporate identities. A study of 55 corporate websites in Sweden and Germany is conducted. We find that firms vary in terms of how they rely on family to shape corporate brand heritage but also that the two sources of heritage are combined to support idiosyncratic corporate heritage identities and brands. To interpret our empirical findings we combine the identity discourses available in marketing, organization and social theory, and discuss implications of the choice to integrate or not to integrate family-related heritage in marketing communications. The paper represents work in progress and the sections on findings, analysis and discussions are tentative in kind.
Sustainable development: -
Appears in Collections:Konferensbidrag / Conference papers (Business Administration)

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