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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 publié
Date
2022
Journal name
Journal of Historical Research in Marketing
Volume
14
Number
1
Publisher
Emerald Publishing
Pages
111-129
Publication identifier
Metadata
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Author(s)
Volle, Pierre
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 / Keywords
marketing strategy history; social memory assets; Specific and schematic narratives; strategic marketing
JEL
M31 - Marketing