MORE THAN A CURRY PUFF: THE USE OF HISTORY IN OLD CHANG KEE'S CONSTRUCTION OF CORPORATE HERITAGE

Abstract

Old Chang Kee's corporate narrative emphasises the company's heritage instead of its history. This is a positive narrative of modernisation and expansion under the leadership of Han Keen Juan. The company's slogan, "Old Chang Kee - Since 1956", traces its roots to the year when Chang Swang Boon established it at Koek Road. The company's selective use of history in constructing its corporate heritage provides scant reference to the company's history when it was managed by Chang from 1956 to 1986, and Han Keen Juan's experiences during the company's early years after he took over the business in 1986. This thesis seeks to write a business history of Old Chang Kee, and analyse the interplay between corporate branding and heritage in the construction, dissemination, reception, and negotiation of the company's corporate heritage. The thesis first reconstructs the pre-1986 history of Old Chang Kee when it was managed by Chang Swang Boon, and the transitional period beginning from 1986 after Han Keen Juan took over the business. It next analyses the company's selective use of history to construct its corporate heritage by studying the company's choice of images and words. It finally discusses how the company's constructed heritage is disseminated, received and negotiated by its customers. This study concludes that the dissemination and reception of its corporate heritage is a two-way process involving the company and its customers.