ABSTRACT
This chapter introduces and explicates the theory of corporate heritage identity stewardship. Corporate heritage identities have recently been identified as a distinct type of institutional identity. The chapter elaborates the research insights by outlining the theory of corporate heritage identity stewardship by way of a theoretical framework. It provides instrumental insights by uncovering those traits that are important for corporate heritage identity stewardship. The chapter reports an empirical theory-building study that seeks to advance the understanding of corporate heritage identity stewardship in theoretical and instrumental terms. Corporate heritage identity stewardship, as revealed by this study, can be explained in terms of a particular corporate heritage identity stewardship mind-set which meaningfully informs the strategic enactment of a corporate heritage identity by managers. Heritage stewardship, it was advanced, is predicated on a particular managerial mindset which informs the enactment of these distinct institutional brands/identities.
