Abstract

The work analyzes the corporate museum as a real and powerful engagement tool for the companies that choose to enhance their historical and cultural heritage, settled in osmosis with the territory they belong to, using heritage marketing strategies and adopting a responsible approach in the relations with their stakeholders. Which stakeholders and which engagement model for sustainable relationship management? These are the research questions of the study aimed to clarify the relationships enacted by the corporate museum when leveraged as a tool for sharing the firm’s organizational identity. The study answers these questions through an empirical survey – based on the multiple case study method – analyzing the relations with two sets of stakeholders previously identified as involved in the education/training and the research/ innovation categories. The paper contributes to fill a knowledge gap on how firms could engage in relationships providing indications on a further role for the corporate museum, that, if well managed, can be leveraged as an ideal stakeholder engagement tool.