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.
Featured Image
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.
Perspectives
To us this paper was quite an achievement as it synthesised and defined different ways in which the past may be of utility for corporate communication and marketing. Although, the paper seems simple and straightforward at first sight, the conceptual framework developed is actually predicated on the wider literature in the social sciences and humanities. It opens up new possible avenues for inquiry not yet explored or conceptually differentiated in our fields. The Highly Commended Paper Award from Emerald indicates to us that the editorial team seems to agree with that observation. We feel very honoured having received this.
Dr MARIO BURGHAUSEN
University of Essex
Read the Original
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.
You can read the full text:
Contributors
The following have contributed to this page
