How can corporate heritage identity stewardship lead to brand ambidexterity?

ABSTRACT

Brand ambidexterity is characterized by tensions between brand consistency and brand relevance. Previous research has presented design thinking as an approach to resolve this tension. However, design thinking presents limitations, mainly because it is imported from outside the organization. This paper argues that brand ambidexterity can be driven from within the organization, through Corporate Heritage Identity Stewardship (CHIS). It postulates that CHIS enhances brand ambidexterity, and therefore, the company’s ability to remain both relevant and consistent over time. A conceptual approach is used to relate organisational ambidexterity, brand ambidexterity, and CHIS in an integrative framework. Furthermore, this article draws on applied psychology literature to provide practical managerial practices regarding CHIS. Thus, giving managers a route for attaining brand ambidexterity through CHIS.

KEYWORDS:

• Brand ambidexterity
• corporate heritage stewardship
• exploration
• exploitation
• retrospection
• prospection

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. A brand-centred perspective argues that tactical decisions and feedback mechanisms are organised around the brand, rather than at an organisational level (Beverland et al., 2015; Lings & Greenley, 2009; Low & Fullerton, 1994).

2. Philosophical interpretation of retrospection and prospection are beyond the scope of this article. This article examines both constructs in the domain of strategic marketing (for a review on retrospection and prospection, see Schlanger, 2001).