Standing the test of time: understanding how long-living family firms make use of the past to preserve organizational identity

In this paper, we discuss the historical dynamics that sustain organizational identity in long-living family firms. We do so through the analysis of the case of fifteen family-run restaurants located in São Paulo, Brazil. We discuss different modes of history use regarding identity preservation that fundament four main history-based strategies: Perpetuating family history; conserving the firm’s identity as a family business; creating the sense of sharing a common past; and restoring traditions. These strategies seem to be specific of the organizational form investigated and contribute to advancing our understanding of rhetorical history in the context of family business.