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PurposeThis paper aims to trace and/or historicise modernisation as a conceptual framework from the antecedents to present times. It also highlights the recent and past attention provided to modernisation by business and economic history scholars to recognise their contribution.Design/methodology/approachThis paper is a literature review which offers a sample of debate from foundational scholars regarding the concept of modernisation emanating from sociologists, historians and business scholars. To present an analysis of the recent activity from business scholars on modernisation from highly recognizable journals and draw conclusions about the conceptual framework regarding its future as a framing device, the authors used search functions in the Business Source Complete database and specific journal search engines.FindingsA keyword search of modernisation produced 45 published articles from 2000 to 2016 in business-related history andFinancial Timestop 50 journals. The foremost recognizable aspect of modernisation, as a construct presented here, demonstrates the concept that aims to illustrate a basic and/or universal pattern of the social processes that primarily affect development (e.g. cultural, economic, organisational, ecological, technological, etc.). Moreover, the authors demonstrate that economic and business scholars helped identify and explain different types of modernisation, reinforce or connect specific characteristics to modernisation, develop modernisation as an index capable of measurement and provide evidence of modernisation as a rhetorical strategy.Originality/valueLittle to no previous studies on modernisation emphasised on the contribution of business and economic historians; instead, they focused on the contributions of sociologists and social historians. Business and management historians served as an important voice in the development of modernisation as a conceptual frame. They highlighted the opportunities that are available to position modernisation as a useful tool to predict the future of traditional and advanced organisations.

Purpose
This study aims to use a theoretical-based case study of two distinct ownership groups of the Jack Daniel's brand to explore how rhetorical history (i.e. malleability of the past for strategic goals) may evoke and capitalize on different forms of nostalgia. Within, the authors configure four forms of nostalgia (i.e. personal, historical, collective and cultural) from the individual or collective interaction and level of direct experience one has with the past as lived or happened.


Design/methodology/approach
This study uses an historical research approach which involved the identification of primary and secondary sources, facility tour, source criticism and triangulation to create themes of rhetorical history infused with nostalgic narratives using compelling evidence through rich description of this fusion.


Findings
The findings reveal how nostalgia-driven narratives reflecting different collective longing for the re-creation of an American Paradise Lost used by Jack Daniel (i.e. the man) and later but differently by Brown-Forman. This study uncovers how the company's inherited past was used rhetorically throughout its history, beginning with the nostalgic story of Jack Daniel and the distillery's nostalgically choreographed location in Lynchburg, Tennessee. This study delves into this setting to highlight the importance of symbols, details, emotional appeals and communications for collective memory and identity development and to showcase the ways in which they are influenced by different types and forms of nostalgia.


Originality/value
This study adds to a limited number of studies focused on understanding the impact of founders on an organization's brand and how that is malleable. This study responds to scholarly calls to study the influence of sequenced historical rhetoric on an organization and highlight the relevance of social emotions such as nostalgia for rhetorical history. Finally, the theoretical contribution involves the advancing and construction of a theory typology of nostalgia previously proposed by Havlena and Holak in 1996.