It goes with the territory: Communal leverage as a marketing resource

Abstract

Additional information:Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. individual brands interact with an overarching territorial brand in order to sustain both territorial and individual brands. The research reveals a territorial brand to be a form of regional umbrella branding that is underpinned not by a top-down process as previous research would suggest but a bottom-up process. A territory's physical resources and capabilities are precursors of symbiotic marketing relationships for origin-specific firms.

Place as a nexus for corporate heritage identity: An international study of family-owned wineries

“…Clearly, for businesses that produce a place-based product, it would be myopic to examine their corporate heritage identities without considering the environment in which such businesses are run. For example, when firms identify the origin of their product, they must often adopt, in addition to their own corporate brand, the assets and liabilities attached to the origin brand (Spielmann & Williams, 2016). Thus, the corporate heritage identities of a place can have multiple roles, as they can encompass legal facets, material specificities, pedoclimatic conditions, higher-order capabilities such as workmanship, myths, rituals and many other representations that qualify the origin (Brunninge & Hartmann, 2019;Charters & Spielmann, 2014;Roscoe et al, 2013).…”

“…To examine the phenomenon, we rely on research that outlines how geographic origin informs the corporate heritage identity of a firm (e.g., Urde et al, 2007), on research defining the importance of multiple role identities for corporate heritage identity (e.g., Balmer, 2011a), as well as research on place (Kavaratzis & Hatch, 2013;Warnaby & Medway, 2013) and territorial branding (e.g., Charters & Spielmann, 2014;Spielmann & Williams, 2016). Accordingly, we examine the corporate heritage identity of firms that specifically and explicitly identify with the geographical context or place in which they operate and market their products.…”

“…Cases were selected based on where "the processes being studied are most likely to occur" (Denzin & Lincoln, 2000. p. 370), which for this study were family-owned wineries in the Old (e.g., France and Italy) and New wine worlds (e.g., USA, Canada, UK and Denmark). Cases in diverse contexts added external validity (Riege, 2003) and helped better examine the complex dynamics in family businesses in the winemaking industry (Jaskiewicz, Combs, & Rau, 2015;Spielmann & Williams, 2016). As access to family businesses is hard to achieve (Winter, Fitzgerald, Heck, Haynes, & Danes, 1998), businesses were approached on the basis of personal contacts or strong referrals.…”

“…In addition to being inspired by the Latin idiom, in vino veritas, (in wine there is truth), we position our study in the wine industry because of three, omni-temporal characteristics (cf. Balmer & Burghausen, 2019): 1) wine is intrinsically linked to the place where the vines are planted (Patterson, Buechsenstein, & Freeman, 2018); 2) most wineries co-operate regionally, working with other firms to build regional identities (Charters & Spielmann, 2014;Spielmann & Williams, 2016); and 3) most wineries are familyrun and controlled. Diverse cultural practices across wineries often align with family-firm origins.…”

Marketing of an industrial city: project technologies and web-analytics

“…A local territory is considered to be a particular object of "realization" provided the favourable conditions are created to achieve economic balance of the entities and its economic interests. Although the approaches and forms of investigating mechanisms and elements vary widely, the key concepts are "competitiveness" and "place branding" studied in many fundamental research works which identify the place marketing in terms of scale, economic geography, positioning and branding [1,3,4,6,12,13]. A detailed review of foreign publications (more than 200 articles on place marketing and branding since 1993) has been given by David Gertner.…”