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首页> 外文期刊>Journal of Business Research >Place as a nexus for corporate heritage identity: An international study of family-owned wineries
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Place as a nexus for corporate heritage identity: An international study of family-owned wineries

机译：作为企业遗产身份的Nexus：对家庭拥有葡萄酒厂的国际研究

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摘要

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.
机译：本文揭示了企业遗产身份与企业遗产品牌的动态和互惠关系。 通过审查七个国家七个家族葡萄酒厂的营销策略的作用，我们解释了这些葡萄酒厂如何利用其创建和融入营销策略变革的一致性。 多功能和长期建立的跨文化案例分析，以及新颖和刚刚的葡萄酒酿酒厂，展示了葡萄酒厂的多种作用形式与进入企业遗产身份和企业遗产品牌的相对不变性，反之亦然。 结果通过在公司营销策略的发展中的地位和企业遗产认证互动中的作用深入了解企业遗产文学。 结果尤为重要，尤其是在地理原产地锚定的产品的公司。

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