What is it about?
The past matters in more than one way for contemporary organisations. This article explains how and why that is the case for their marketing and communication with various publics. It introduces different ways of referring to the past that organisations may use to their advantage. In doing so the article explains the differences and similarities between the past taken as the history, heritage, tradition, memory, nostalgia and/or provenance (origin) of an organisation.
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Why is it important?
This article provides a conceptual framework that is relevant for academics and practitioners alike. It helps them to explore and answer the questions of how and why to use the past of an organisation in a more detailed and differentiated way for corporate communication and marketing purposes.
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This page is a summary of: Repertoires of the corporate past, Corporate Communications An International Journal, September 2014, Emerald,
DOI: 10.1108/ccij-05-2013-0032.
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