7.5  Phase Four: Hitting the Apex

In the 2000s, the “tradition topic flourished tremendously under Paefgen” (Ethno. 32, l. 206). Much of it had to do with the fact that marketing strategists increasingly used “history as a driver of prestige” (Int. 18, l. 206) and “an instrument within marketing” (l. 256), as a high-ranking manager of the unit recalled. Thanks to a new brand identity building strategy, ‘tradition’ was eventually acknowledged as an important aspect, well deserving of the resources allocated to it. It encouraged other stakeholders inside the organization to consider ‘working’ the past, as well.

7.5.1  Diversification and professionalization of ‘tradition work’

At Audi Tradition, the eventification of history became increasingly ...

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