Corporate heritage - which has been investigated especially as an external communication strategy - represents a strategic leverage for internal and employee engagement in organizations, claiming for monographic studies by international scholars. Corporate heritage management, currently gaining international prominence, can be implemented by companies that possess historical significance as well as those that do not have a long or ancient history. It serves as valuable platforms for cultivating corporate culture and identity, by fostering quality relationships among employees and external stakeholders such as customers, visitors, business partners, educational institutions, government bodies, and local communities. The chapter delves into various communication contexts and media that, both on and offline, shape a company’s heritage mix. These include corporate museums and collections, exhibitions, historical archives, commemorations and ceremonies, symbols and communication campaigns, as well as publishing initiatives, with a particular focus on company monographs and multimedia, and implications for theory and practice.
Corporate heritage for employee communication. Investing in history to shape the future / Martino, Valentina; Lovari, Alessandro. - (2025).
Corporate heritage for employee communication. Investing in history to shape the future
Valentina Martino;
2025
Abstract
Corporate heritage - which has been investigated especially as an external communication strategy - represents a strategic leverage for internal and employee engagement in organizations, claiming for monographic studies by international scholars. Corporate heritage management, currently gaining international prominence, can be implemented by companies that possess historical significance as well as those that do not have a long or ancient history. It serves as valuable platforms for cultivating corporate culture and identity, by fostering quality relationships among employees and external stakeholders such as customers, visitors, business partners, educational institutions, government bodies, and local communities. The chapter delves into various communication contexts and media that, both on and offline, shape a company’s heritage mix. These include corporate museums and collections, exhibitions, historical archives, commemorations and ceremonies, symbols and communication campaigns, as well as publishing initiatives, with a particular focus on company monographs and multimedia, and implications for theory and practice.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.