The heritage marketing strategy often calls for the employment of a corporate museum to represent the firm’s history in the eyes of internal and external observers. However, to date there has been no attempt to identify the distinctive values underlying the use of corporate museums by family firms – as opposed to non-family firms – for nurturing customers’ understanding and appreciation of the company and its products. This paper aims to address this gap and investigate the identity values that drive the establishment of corporate museums by family firms and non-family firms. Using a comparative case-study (CCS) approach, the paper examines the values underlying two examples of corporate museums promoted by two different firms, one with a high level and one with a low level of family control. The study reveals differing distinctive values between family and non-family corporate museums.

Corporate museums as heritage vehicles: a comparative analysis between family and non-family businesses

Cerquetti, M.;Montella, M. M.;Sardanelli, D.
2022-01-01

Abstract

The heritage marketing strategy often calls for the employment of a corporate museum to represent the firm’s history in the eyes of internal and external observers. However, to date there has been no attempt to identify the distinctive values underlying the use of corporate museums by family firms – as opposed to non-family firms – for nurturing customers’ understanding and appreciation of the company and its products. This paper aims to address this gap and investigate the identity values that drive the establishment of corporate museums by family firms and non-family firms. Using a comparative case-study (CCS) approach, the paper examines the values underlying two examples of corporate museums promoted by two different firms, one with a high level and one with a low level of family control. The study reveals differing distinctive values between family and non-family corporate museums.
2022
Franco Angeli
Internazionale
https://journals.francoangeli.it/index.php/cgrds/issue/view/1210
File in questo prodotto:
File Dimensione Formato  
Cerquetti_et_alii_Corporate_Museums_2022.pdf

accesso aperto

Descrizione: Scientific article
Tipologia: Versione editoriale (versione pubblicata con il layout dell'editore)
Licenza: Creative commons
Dimensione 893.11 kB
Formato Adobe PDF
893.11 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11393/304709
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact