Purpose

This paper aims to examine how wineries used history in their marketing communications to overcome the liability of newness in a settled field that valorizes duration and longevity.

Design/methodology/approach

A multiple-case study investigated the treatment of history in marketing by young wineries in a new wine region. Data included interviews, site visits and marketing communications.

Findings

Wineries worked to communicate stakeholder legitimacy and authenticity by constructing organizational histories through bricolage, communicating history in symbolic, material and practice forms.

Research limitations/implications

Young organizations can communicate field legitimacy and projections of organizational and product authenticity through constructed histories. Results may not be generalizable to other jurisdictions as wine marketing is normatively subject to government regulation. The importance of history in marketing communications also varies across sectors.

Practical implications

Young businesses in sectors where tradition, place and longevity are venerated can establish authenticity and legitimacy through the marketization of history by following practices that demonstrate adherence to tradition and making thoughtful choices in the construction of the symbolic and material aspects of their organizations.

Originality/value

This study demonstrates that new/young organizations can use bricolage to create their own marketized histories as proxies for age.

中文翻译：

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(En) 演你的年龄！年轻中小企业的营销与历史市场化

目的

本文旨在研究酿酒厂如何在营销传播中利用历史来克服在一个稳定的领域中新事物的责任，从而评估持续时间和寿命。

设计/方法/方法

一项多案例研究调查了新葡萄酒产区年轻酿酒厂对营销历史的处理。数据包括采访、实地考察和营销传播。

发现

酿酒厂通过拼凑构建组织历史，以符号、材料和实践形式传达历史，努力传达利益相关者的合法性和真实性。

研究限制/影响

年轻的组织可以通过构建的历史来传达领域的合法性以及对组织和产品真实性的预测。结果可能无法推广到其他司法管辖区，因为葡萄酒营销通常受政府监管。历史在营销传播中的重要性也因行业而异。

实际影响

崇尚传统、地域和长寿的行业中的年轻企业可以通过遵循表明坚持传统的做法并在其组织的象征和物质方面的建设中做出深思熟虑的选择，通过历史的市场化来建立真实性和合法性。

原创性/价值

这项研究表明，新的/年轻的组织可以使用拼凑来创建自己的市场化历史作为年龄的代理。