Rhetorical history and strategic marketing: The example of Starbucks
Volle, Pierre (2022), Rhetorical history and strategic marketing: The example of Starbucks, Journal of Historical Research in Marketing, 14, 1, p. 111-129. 10.1108/JHRM-08-2021-0042
Type
Article accepté pour publication ou publiéDate
2022Journal name
Journal of Historical Research in MarketingVolume
14Number
1Publisher
Emerald Publishing
Pages
111-129
Publication identifier
Metadata
Show full item recordAbstract (EN)
This study aims to illustrate how firms engage in rhetorical history, i.e. “the process by which managers skillfully impose meaning on a firm’s past as a persuasive and agentic process” (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy).Subjects / Keywords
marketing strategy history; social memory assets; Specific and schematic narratives; strategic marketingJEL
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