Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind.

With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

chapter |17 pages

Introduction to Corporate Heritage

Foundations and principles

section 1|67 pages

Corporate heritage and corporate heritage identities

section 2|80 pages

Corporate heritage connoisseurship

chapter 4|21 pages

Repertoires of the Corporate Past

Explanation and framework: introducing an integrated and dynamic perspective

chapter 5|16 pages

Corporate Heritage Brands

Mead’s theory of the past

section 3|77 pages

Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness

section 4|27 pages

Corporate heritage and family businesses

chapter 8|12 pages

Contrasting Cases of Corporate Heritage-in-use

Vibrant versus latent approaches

chapter 9|13 pages

Family Heritage in Corporate Heritage Branding

Opportunities and risks

section 5|42 pages

Corporate heritage image, management and inheritance

chapter 10|13 pages

Corporate Image Heritage

A customer view of corporate heritage

chapter 11|14 pages

Approaches to Corporate Heritage Brand Management

The cases of Cunard and Ritz-Carlton

chapter 12|13 pages

Corporate Heritage or Corporate Inheritance*

A French perspective