corporate governance, small- and medium-sized enterprises, strategic change, L26,

Purpose -The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use.Design/methodology/approach -The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important manifestations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms' marketing strategies and business development.Findings -The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development.Originality/value -Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.

PurposeThis paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage‐based corporate identities and brands.Design/methodology/approachThe discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate this typology of history communication in family businesses the paper relies on web site observations in Sweden and German‐based family businesses.FindingsBased on the construct of brand heritage, the paper clarifies why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, business and family business history respectively further reveals the varying openings and practices of family businesses in this area.Research limitations/implicationsThe paper primarily takes an external marketing orientation and is conceptual.Practical implicationsThe distinction of two sources of brand heritage in family businesses and the typology of approaches to reflect history in corporate communications should be of interest for practitioners. The findings can serve as an eye‐opener and instrument in the planning of strategic marketing.Originality/valueThe paper focuses on brand heritage and heritage branding from a family business perspective. Being hybrid identity organizations, characterized by entwinement of family and company history, family businesses offer particular perspectives to the heritage brand discussion.

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Purpose -This paper aims to explore how organizational actors make reference to history and how they use historical reference purposefully in order to affect strategy-making.Design/methodology/approach -The paper draws on in-depth case studies on two Swedish MNCs. Data have been collected through 79 interviews as well as participant observation and archival studies.Findings -Organizational actors purposefully construct and use history in order to establish continuity in strategy processes. The use of historical references legitimizes or delegitimizes specific strategic options.Research limitations/implications -Two old firms with a clear interest in organizational history have been studied. Future research on additional companies, including young firms and firms with less interest in history, is needed.Practical implications -The purposeful use of history can be a powerful tool for managers to influence organizational change processes.Originality/value -Very little research on the use of history in business organizations has so far been done. In an interdisciplinary manner the paper introduces concepts from research in history to management research. Based on two rich case studies the paper contributes by outlining what role different uses of history play in strategic and organizational change.

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This article uses the case of family business to distinguish the range of potential aims and outcomes of corporate heritage communication. In family businesses, the challenges of heritage communication are particularly salient as the past of the firm is simultaneously that of the controlling family. Based on a study of 55 websites of Swedish and German family-owned firms, we classify aims and outcomes of heritage communication with reference to different stakeholders. Our findings elucidate the need to consider various stakeholders when planning heritage communications, and the value of such communication for different corporate functions, such as marketing, management and governance. To aid decision making, we offer a framework to map aims and stakeholders of heritage communication related to a company's functions.