ABSTRACT
This chapter aims to consolidate the extant comprehension of the past within the corporate marketing and corporate communication domains so that the general discernment of the corporate past and its multifarious actualisations in the present can be of utility to scholars and practitioners alike. It discusses conceptualisations vis-a-vis corporate heritage by differentiating them into two main categories of concepts referring to an organisation's past; and second, expanding on the extant literature in this nascent field by introducing a sevenfold conceptual framework: the repertories of the corporate past. As a cautious reminder, this epistemological limitation and flexibility also entails potential for contestation, cynicism, and conflict in a multi-stakeholder environment in regard to the veracity, authenticity, or ownership of a particular version of the corporate past. Consequently, corporate memories are socially constituted forms of an individually embodied corporate past as well as refer to collectively shared, communicated, and enacted corporate pasts.
