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Crisis, Credibility and Corporate History aims to describe current expectations and strategies held within companies, within academia and amongst the general public for using a company’s history for communication and marketing purposes. Ranging widely across case studies from major international businesses such as IBM, Maersk and Roche, this timely volume includes contributions from marketing specialists, corporate archivists and scholars. It is particularly useful for business and economic historians who are charged with communication projects linked to disputed historical issues or jubilee activities of businesses. For the first time, possibilities to bridge the gaps in between the scientific demands in reappraising historic events and the marketing requests of companies are explored in this volume.

This playbook provides guidance to commercial innovators on how best to exploit the knowledge and resource capital of universities. It is a book of strategies and tactical plays, written by practitioners, for practitioners. It is designed to help innovators develop more effective approaches to benefitting from early stage university research. The authors are commercial innovators, experienced in the creation of partnerships to create and exploit valuable new ideas. They have decades of senior level experience in the research, innovation and product development teams of large multi-nationals, smaller high-tech companies, and start-up businesses. The unique perspectives offered by the authors cover all the key issues that an innovator needs to understand to help them achieve high-impact and mutually beneficial partnerships with academic researchers. It will enhance the research, innovation, and product development capabilities of the company you work for. If you use the tools we present here, you will be able to form productive and long-lasting partnerships that will benefit both your company and your collaborators.