7  Organizational Remembrance as a Historical Process of Evolution and Differentiation

There was a general consensus among the majority of respondents that, for most of its existence, AUDI AG had disregarded its past. Employees, workers, managers, journalists, and aficionados alike remarked that the company with the ‘Four Rings’ had long been exclusively oriented toward the future, while ‘history’ and ‘tradition’ had not been focal points at all. The “development of a culture of remembrance” was thus informally described as “a tough fight” and “not an uncontested matter of course” (Ethno. 6, l. 102). ‘Tradition work’ was commonly depicted as a recent development taking place over the last decade, which became more significant with the institutionalization ...

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