Research seminar with Associate Professor Oriol Iglesias

At the presentation were his to co-authors, Majken Schultz, CBS & Nicholas Ind,,Oslo School of Management. There were approximately 20 participants representing a healthy mix of CBS academic staff, external lecturers and students. The presentation was followed by a lively and insightful discussion.

Title: THE DYNAMICS OF CORPORATE HERITAGE: FROM BRANDS WITH A HERITAGE TO CORPORATE HERITAGE BRANDS
Authors: Oriol Iglesias, Nicholas Ind and Majken Schultz

Abstract:
Corporate heritage can be a valuable strategic resource. It can generate a sense of authenticity (Beverland, 2005; 2006; Howard-Grenville et al., 2013, Hatch and Schultz, forthcoming), trust among different stakeholders (Rindell and Iglesias, 2014), build competitive advantage (Urde et al., 2007; Sudabby et al., 2010) and enhance brand equity (Wiedmann et al., 2011). However, while many corporate brands have a valuable heritage, not all of them are capable of making the most of it (Urde et al., 2007). Corporate heritage brands recognize the strategic value of their corporate heritage and integrate it into the core of their identity and competitive strategy (Balmer et al., 2006; Urde et al., 2007). However, as corporate heritage and corporate heritage brands are embryonic fields of study there is scant empirical research (Burghausen and Balmer, 2014a) as to how corporate brands can leverage their heritage to meet contemporary challenges and build the future (Cooper et al., 2015; Ravasi and Schultz, 2006; Schultz and Hernes, 2013; Howard-Grenville et al., 2013; Hatch and Schultz, forthcoming). Given the potential value of corporate heritage, our research objective is to show how a corporate brand can draw on its heritage and make it relevant for the future.

Bio:
Oriol Iglesias is an Associate Professor at the Marketing Department at ESADE and the Chair of the Research Group on Brand Management. Previously, at
ESADE, he has also been Director of the Marketing Department, as well as Director of the ESADE Brand Institute. His research has been published in top international academic journals, such as California Management Review, Journal of Business Ethics, European Journal of Marketing, and Journal of Organizational Change Management among others. He is co-author of the book “Brand desire: how to create consumer involvement and inspiration published by Bloomsbury (UK). He is member of the Executive Committee of the European Academy of Marketing (EMAC), and Member of the Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation of the Academy of Marketing (AM). He is also member of the Editorial Board of the Journal of Brand Management. Oriol has consulted and/or developed custom in company training for worldwide leadings firms such as Telefónica, Banco de Santander, Nestlé, Porsche, Audi, Sara Lee, Deutsche Bank, PwC, Ogilvy, etc. Before joining ESADE he was Partner and General Manager of Wakaa Networks, a consultancy firm in the field of strategic marketing, for seven years. In parallel, he was also a Partner and General Manager at El Terrat Online, a firm which produces TV programs, films and theatre plays. Previously, he was General Manager, at ATI-Markefin (a consultancy firm). He began his career working in the Marketing Department at Xerox.