Trends in corporate bond marketsCorporate bond markets have been expanding at high rate in the aftermath of the financial crisis. As other sources of finance dried up in some countries, especially bank lending, corporations increasingly turned to debt capital markets, further encouraged by the low interest rate environment. On the... (New approaches to SME and entrepreneurship financing : broadening the range of instruments)Policies to foster corporate bond markets for SMEsThe main actions undertaken by public authorities in corporate bond markets have aimed at improving transparency and protection for investors, to favour greater participation and liquidity. This is the case of the above-mentioned Transaction Reporting and Compliance Engine (TRACE), introduced in the... (New approaches to SME and entrepreneurship financing : broadening the range of instruments)Heritage marketing A strategy of stakeholder engagement1.1 Introduction The term heritage marketing joins two words that at first glance would seem very distant. Heritage, rooted in the languages of the classical Mediterranean, is a concept of keen interest in the disciplines of humanities and social sciences. Marketing, of Anglo-Saxon derivation,... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)Corporate heritage as an anchor in postmodernityAlthough heritage has captured the interest of a growing number of scholars of business, the efforts at defining the content and boundaries of “corporate heritage” are still limited. Heritage has arrived in particular in studies on corporate longevity; where it is viewed as a potential source of... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)Heritage marketing A dual analytical perspective2.1 Introduction Heritage marketing involves the managerial process of discovering, activating and communicating the company’s historic patrimony and value system. When designed with strategic care, such process can provide effective responses to the radical and rapidly changing socio-economic... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)Heritage marketing as response to new market challengesThe search for new forms of satisfaction, self-realisation, pleasure and entertainment, the centrality of emotional aspects, the recovery of the past and the demand for authenticity, the need for new forms of aggregation and sharing, and the trend towards ethical considerations in choice are the main... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)Heritage marketing as affirmation of organisational identity and cultureThe postmodern firm faces the challenges of involving stakeholders in decisionmaking processes, implementing economic and social value creation processes, and seeking out the values and knowledge that define an organisational culture and identity. These three areas — of stakeholder engagement, shared... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)The strategic process of heritage marketing3.1 Introduction As we have seen, heritage marketing leverages the symbolic and emotional elements within the organisational past, and using the power of storytelling, conveys its culture and identity to the different stakeholders, and the experiences and events that have made its brands and products... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)The heritage marketing processOur analysis of heritage marketing serves to identify the organisational behaviours involved in rediscovering, deepening and enhancing the system of corporate values, skills and experiences that are at the basis of identity, around which to build a distinctive position. We apply a strategic perspective,... (Corporate Heritage Marketing: Using the Past as a Strategic Asset)The tools of heritage marketing4.1 Introduction As discussed extensively in the previous chapter, the managerial and social process of heritage marketing is aimed at developing the organisation s cultural-historic patrimony and the relative corporate identity. The planning and operational levels of this process often involve... (Corporate Heritage Marketing: Using the Past as a Strategic Asset) |