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Article Dans Une Revue Journal of Historical Research in Marketing Année : 2022

Rhetorical history and strategic marketing: The example of Starbucks

Pierre Volle
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Résumé

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).
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Dates et versions

hal-03591259 , version 1 (28-02-2022)

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Citer

Pierre Volle. Rhetorical history and strategic marketing: The example of Starbucks. Journal of Historical Research in Marketing, 2022, 14 (1), pp.111-129. ⟨10.1108/JHRM-08-2021-0042⟩. ⟨hal-03591259⟩
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