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Corporate Heritage Marketing: Using the Past as a Strategic Asset

Preface The companies investigated Albergian Amarelli Ascione Birra Peroni Confetti Pelino E. Marinella Fabbri Filippo Catarzi Fondazione Banco di Napoli Fratdli Branca Distillerie Guzzini Group Lanificio Fratelli Piacenza Martini & Rossi Montegrappa Piaggio Group Pirelli Poli Distillerie Società Reale Mutua di Assicurazioni Strega Alberti Tela Umbra Heritage marketing A strategy of stakeholder engagement Marketing: origins and development of the discipline The critical success factors to compete in complexity Consumption in postmodern society From marketing to societing Heritage: origins and evolution of the construct Cultural heritage as a source of shared identity Corporate heritage as an anchor in postmodernity Heritage marketing A dual analytical perspective Heritage marketing as response to new market challenges The experiential and aesthetic dimensions The tribal dimension and the search for authenticity The ethical dimension of consumption Heritage marketing as affirmation of organisational identity and culture History and memory: sourced in the past From past to future: culture and identity The strategic process of heritage marketing The heritage marketing process Auditing: identifying the main narrative themes Visioning: defining narrative targets and objectives Managing: narrative development and management References The tools of heritage marketing The heritage marketing mix Narrating through words, images and sound Narrating through products and brands Narrating through places Notes References

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Trends in corporate bond markets
Corporate 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 SMEs
The 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 engagement
1.1 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 postmodernity
Although 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 perspective
2.1 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 challenges
The 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 culture
The 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 marketing
3.1 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 process
Our 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 marketing
4.1 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)