Explicating corporate heritage, corporate heritage brands and organisational heritage

What is it about?

The article provides a comprehensive overview of the emerging field of corporate heritage scholarship and the key conceptual and empirical works that have contributed to its gestation as a sub-field within the broader area of corporate marketing and corporate communication research.

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Why is it important?

This article informs interested scholars about the current state of the emerging field of corporate heritage scholarship. It is timely and important as it provides a systematic overview and also suggests future research directions.