Place as a nexus for corporate heritage identity: An international study of family-owned wineries

• Published in: Journal of business research 2021-05, Vol.129, p.826-837
• Main Authors: Spielmann, Nathalie, Discua Cruz, Allan, Tyler, Beverly B., Beukel, Karin
• Format: Article
• Language: English
• Subjects: Corporate heritage brands; Corporate heritage identity; Marketing; Multiple role identities; Place; Relative invariance; Wine; Wine industry; Wineries
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2019.05.024

This paper uncovers the dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands. Through an examination of the role of place in the marketing strategies of seven family-owned wineries, in six countries, we explain how these wineries use their place to create and incorporate consistency with change in their marketing strategies. The cross-cultural case analysis of multigenerational and long-established, as well as novel and fledgling wineries, showcases how multiple role identities of wineries interact with the relative invariance of place to infuse corporate heritage identities and corporate heritage brands, and vice-versa. The results build on corporate heritage literature by providing an in-depth illustration of the role of place and corporate heritage identity interactions in the development of a firm's marketing strategy. The results are especially relevant for firms offering products anchored in a geographic origin. •There is a dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands.•An examination of seven wineries shows that multiple role identities interact with the relative invariance of place.•Differences can be found between established and nascent places, depending on the extent of their history.•Firms seeking to establish corporate heritage identities are encouraged to consider the heritage of the place where the firm is established.