To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets

Anne Rindell*, Tore Strandvik

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)


Corporate heritage is a research topic in branding with managerial relevance to achieve competitive advantages. Research has mainly focussed on companies with a formal corporate heritage orientation, neglecting other companies. In this study, a novel framework has been developed for analysing managers' corporate heritage mindsets as a precondition for a corporate heritage orientation in a non-heritage-oriented company. Individual managers’ corporate image heritage depicts how managers perceive their company over time, hence revealing their corporate heritage mindset. This article proposes that two managerial mindset dimensions matter – corporate heritage recognition and stance. This abductive study combines theory and empirical findings from an industrial company with a long history, but no corporate heritage orientation. The proposed framework offers companies with a history a way to analyse whether corporate heritage could be recognised and employed. This article contributes to corporate heritage research by broadening the applicability of corporate heritage issues.
Original languageEnglish
Peer-reviewed scientific journalEuropean Management Journal
Issue number2
Pages (from-to)282-291
Publication statusPublished - 23.11.2021
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • corporate strategy
  • corporate heritage orientation
  • managerial mindsets
  • corporate heritage
  • corporate image heritage
  • corporate branding


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