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Corporate Asset Management in Canned Goods Brands: Family SMEs With Longevity - A Preliminary Comparative Study in the Euro-Region Galicia and Northern Portugal
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Author(s): Carla Martins Igreja (University of Vigo, Spain), José María Chamorro Rivas (University of Vigo, Spain)and Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (PCA), Portugal & Applied Management Research Unit (UNIAG), Portugal)
Copyright: 2026
Pages: 18
Source title:
Reinventing Corporate Strategy for Competitive Advantage
Source Author(s)/Editor(s): Ricardo Marcao (NECE-UBI, ISLA Santarem, Polytechnic University, Portugal), Vasco Santos (IPT, NECE-UBI, GOVCOOP, CiTUR, IPL, ISLA Santarém, Polytechnic University, Portugal)and Ruben Pinhal (GOVCOPP, ISCA, University of Aveiro, Portugal & ISCET, Portugal)
DOI: 10.4018/979-8-3373-5428-6.ch003
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Abstract
The aim of this chapter is to conduct an analysis of the existing literature on corporate heritage marketing, namely, regarding corporate heritage identity, corporate heritage and authenticity. It then aims to investigate corporate heritage management strategies and understand how family-owned canning companies located in the Euro-Region of Galicia and Northern Portugal build value and communicate corporate heritage identity. This study adopts an exploratory methodology of a qualitative nature, which includes the application of a structured interview script with the objective of understanding the perception of marketing managers/CEOs regarding the value of a corporate heritage brand. The results obtained show that corporate heritage communication is developed in a strategic manner, through digital and physical channels, with the aim of reaching different generations of consumers. In the Euroregion of Galicia and Northern Portugal, structured practices are observed in the management of corporate heritage brands.
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