Strategic internal communication of corporate heritage identity in a hypermodal context

Carmen Daniela Maier (Department of Business Communication, Aarhus University, Aarhus, Denmark)
Mona Agerholm Andersen (Department of Business Communication, Aarhus University, Aarhus, Denmark)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 6 February 2017



The purpose of this paper is to explore how corporate heritage identity (CHI) implementation strategies are communicated by Grundfos, a 70-year-old global company from Denmark, in their internal history references.


Drawing on an interdisciplinary methodological framework related to heritage identity communication, hypertextuality, and multi-modality, it proposes a multi-leveled analysis model through which communicative strategies are explored at the level of four semiotic modes (written text, speech, still image, and moving image) and at the level of their hypermodal interplay.


This exploratory case study explains how CHI implementation strategies are communicated in accordance with the potential and constraints of semiotic modes and hyperlinking affordances. The analytical work suggests that the management employs complex CHI implementation strategies in order to strengthen organizational identity and to influence employees’ identification with the company across past, present, and future.

Research limitations/implications

By examining the semiotic modes’ interconnectivity and functional differentiation in a hypermodal context, this paper expands existing research by extending the multi-modal focus to a hypertextual one.


By exploring CHI implementation strategies from a hypermodal perspective and by providing a replicable model of hypermodal analysis, this paper fills a gap in the heritage identity research. Furthermore, it can also be of value to practitioners who intend to design company webpages that strategically communicate heritage identity implementation strategies in order to engage the employees in the company’s heritage.



Carmen Daniela Maier and Mona Agerholm Andersen (2017) "Strategic internal communication of corporate heritage identity in a hypermodal context", Corporate Communications: An International Journal, Vol. 22 No. 1, pp. 36-59

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