How can corporate heritage identity stewardship lead to brand ambidexterity?

Brand ambidexterity is characterized by tensions between brand consistency and brand relevance. Previous research has presented design thinking as an approach to resolve this tension. However, design thinking presents limitations, mainly because it is imported from outside the organization. This paper argues that brand ambidexterity can be driven from within the organization, through Corporate Heritage Identity Stewardship (CHIS). It postulates...