AS: To acknowledge the centenary of the outbreak of the First World War, the Sainsbury’s supermarket chain has themed its Christmas ad around the famous Christmas truce of 1914.
As someone who researches the relationship between business and war, I really liked this controversial ad. Somewhat ironically, the indigenous British supermarket chains have recently been losing market share to German firms. To their credit, the British supermarkets have not tried to exploit anti-German sentiment. There is hope for humanity. I guess now our challenge as a species is to build peace between peoples who, well, don’t celebrate Christmas and sing Silent Night.
This video talks about the making of the Christmas ad.
P.S. If you are interested in how companies use history as a strategic asset, you should check out Foster, William M., Roy Suddaby, Alison Minkus, and Elden Wiebe. “History as social memory assets: The example of Tim Hortons.” Management & Organizational History 6, no. 1 (2011): 101-1
The Past Speaks 
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