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
TypeArticle accepté pour publication ou publié
Journal nameJournal of Historical Research in Marketing
MetadataShow full item record
Dauphine Recherches en Management [DRM]
Abstract (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 / Keywordsmarketing strategy history; social memory assets; Specific and schematic narratives; strategic marketing
JELM31 - Marketing
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