KOREASCHOLAR

Despite the growing interest towards stakeholder marketing, research aimed at understanding how the marketing function may engage with the different company’s stakeholders (beyond the customers) for value creation is still scant. Therefore, new horizons need to be explored in search for research avenues and effective practices that may entrust a concrete role for stakeholders in marketing. Among the strategic assets that may be used to strengthen relationships with both internal and external stakeholders, corporate heritage emerges as potentially one of the most interesting. Indeed, scholars and practitioners have widely acknowledged the strategic value of heritage, a multifacets construct considered as a specific attribute of corporate identity able to connect past, present and future and inspiring solidity and credibility in different audiences. Thus, heritage has become the core of a specific marketing literature stream. However, the possibility of using corporate heritage (at strategic and operational level) to engage different stakeholders seems to have been little explored to date. This study aims at investigating corporate heritage as a vehicle of multi-stakeholder engagement, through an in-depth analysis of 20 long-lived Italian firms that stand out for the wise use of heritage marketing strategies. Specifically, we adopted an inductive approach to uncover the process of heritage marketing followed by the investigated companies. Thus, the study helps to interpret and deepen the role of corporate heritage as a platform for stakeholder engagement, according to an integrated, strategic and multi-stakeholder perspective that has been to a large extent neglected by previous literature; furthermore, it presents an ideal decomposition of the strategic process of heritage marketing in key stages, with a precise indication of the stakeholder engagement opportunities referred to each stage; finally, it presents a categorization of the main tools and activities that companies may use to convey their historical and cultural heritage to the different stakeholders, both in and out of the business domain.

• Angelo Riviezzo(University of Sannio, Italy)
• Antonella Garofano(University of Sannio, Italy)
• Maria Rosaria Napolitano(University of Sannio, Italy)