Corporate identity manifested through historical references

Purpose – The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use. Design/methodology/approach – The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important mani-festations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms’ marketing strategies and business development. Findings – The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development. Originality/value – Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.

Une langue sans futur, une identité bien vivante : représentations de la communauté arbënishtë

L’arbënishtë est une variété d’albanais traditionnellement parlée dans le quartier d’Arbanasi de la ville de Zadar (Croatie), exposée a la rupture de la transmission générationnelle et a un déclin rapide. Dans cette contribution, nous abordons l’étude de la communauté arbënishtë du point de vue des représentations sociales par les locuteurs de l’arbënishtë, par les adolescents non-locuteurs se disant Arbënishtës et par les non-locuteurs étudiants de l’Université de Zadar. Les différences entre les trois groupes renvoient a une construction discursive de l’identité arbënishtë, a la perception du statut de la langue, ainsi qu’a une relation changeante entre les deux.

Histoire et projet dans la valorisation du patrimoine de la soie : Le Filatoio di Caraglio (Coni. Italie) et le Real Filatório de Chacim (Trás-os-Montes, Portugal)

O objetivo deste trabalho é explorar a temática da valorização do patrimônio arquitetónico, herdado pela indústria da seda, baseando-se na história das técnicas, na gestão e na valorização do patrimônio industrial. É a partir do estudo de duas fábricas de seda na Europa: o Filatoio di Caraglio em Itália (data de construção: 1676-1678) e o Real Filatório de Chacim em Portugal (data de construção: 1788) que serão discutidas as estratégias encontradas para a conservação/restauração dos dois casos em questão, com base em suas histórias e contextos atuais. O Filatoio di Caraglio é uma das fábricas de seda mais antigas da Europa tendo como técnica o moinho alia piemontese publicado na Encyclopédie como uma das melhores invenções. No caso do Real Filatório de Chacim, constata-se que a introdução deste moinho por meio de técnicos italianos constituiu uma transferência tecnológica entre os dois países. RÉSUMÉ: L'objective de ce travail est d'explorer la thématique de la mise en valeur du patrimoine architectural hérité de industrie de la soie en se basent sur l'histoire des techniques, la gestion et la valorisation du patrimoine industriei. C'est à partir de l'étude de deux fabriques à soie en Europe: le Filatoio di Caraglio en Italie (date de construction: 1676-1678) et le Real Filatório de Chacim au Portugal (date de construction: 1788) que sont discutées les stratégies employées pour la conservation/restauration de ces deux cas basées sur leur histoire et sur les contextes actuels. Le Filatoio di Caraglio est une des soieries plus anciennes de l'Europe et était caractérisée par une technique du moulin alla piemontese publié dans l'Encyclopédie come une des meilleures inventions. Dans le cas du Real Filatório de Chacim, on constate que l'introduction de ce type de moulin par des techniciens italiens a constitué un transfert technique entre les deux pays. ABSTRACT: The purpose of this research is to examine the enhancement of architectural heritage inherited from the silk industry, focusing on technical history, and the management and valorization of industrial heritage. Conservation/restoration strategies are discussed by analyzing solutions proposed in two European silk mills: The Filatoio di Caraglio, in Italy (date of construction: 1676-1678) and the Real Filatório de Chacim, in Portugal (date of construction: 1788), taking into consideration their histories and current context. While the former is one of the oldest European silk mills, employing the alla piemontese technique, which was praised by the Encyclopédie, the latter was set up by ltalian technicians, establishing a technology transfer between the two countries.

Effects and Modes od Action of Canopy Management Practices on Vine Physiology and Berry Composition in Organically-Cultivated cv. Sangiovese (Vitis Vinifera L.)

In organic and biodynamic vineyards, canopy management practices should be carefully and timely modulated, particularly in a context of climate change, for successfully achieving balanced plants, ventilated and exposed berries, elevated grape and wine quality. In 2013 and 2014, characterized by contrasting climatic conditions, the implications of post-veraison (late) or pea-size trimming, post-veraison or pre-harvest late defoliations and shoot-positioning (post-veraison) were assessed against long-shoots non treated controls, under field conditions on organically-cultivated cv. Sangiovese. The key agronomic and enological relevance of late trimming and defoliations clearly emerged in both seasons. Berry skin phenolics (e.g. anthocyanins, flavonols) increased markedly, without changes in technological parameters. In case of early trimming, such positive effects were observed only in 2013. Maintaining long shoots for shading decreased anthocyanins, flavonols and total phenolics concentrations and promoted the production of compact bunches. Experimental data strongly designated late trimming, a practice proved to contain yield and bunch compactness, as a valuable alternative to cluster thinning. Late trimming, defoliations and shoot positioning reduced the severity of Botrytis cluster rot. The highest levels of berry skins phenolic compounds in late trimmed and defoliated plants could have contributed control the severity of this pathogen. The enological benefits induced by late trimming and defoliations and shoot positioning emerged in both young and aged wines. For the first time, cell cultures from cv. Sangiovese berry tissues were obtained and enabled to investigate, in controlled conditions, the relations between mechanisms regulating secondary metabolism in grapevine cells and changes induced by environmental and agronomic factors. The Doctoral Dissertation strongly highlights the need to consider, for a proper interpretation of the multiple modifications induced by canopy management strategies, physiological mechanisms other than the canonic source-sink relationships, in particular their impact on the vine hormonal status.