Overcoming institutional voids : Maisons Spéciales and the internationalisation of proto-modern brands

Alexander, Nicholas and Doherty, Anne Marie (2019) Overcoming institutional voids : Maisons Spéciales and the internationalisation of proto-modern brands. Business History. ISSN 0007-6791

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    Abstract

    This article explores the role of institutional voids in the internationalisation of proto-modern brands in London from the mid-1820s through to the early 1850s. Internationalising firms addressed institutional deficiencies in the market through the establishment of retail operations identified here as international maisons spéciales and by adopting marketing strategies designed to legitimate their proto-modern brands. Together, these organisational and strategic marketing responses enabled firms to overcome institutional voids and shape market norms. These mutually supporting organisational and marketing innovations occurred at a much earlier date than the literature currently suggests.

    Author(s):Alexander, Nicholas and Doherty, Anne Marie ORCID logoORCID: https://orcid.org/0000-0002-5480-814X
    Item type:Article
    ID code:69070
    Keywords:institutional voids, proto-modern brands, international retail, market shaping, brand development, brand indentity, trademark regulation, Regent Street, arenas of consumption, Marketing. Distribution of products, Marketing
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:26 Jul 2019 13:20
    Last modified:13 Dec 2019 05:02
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    URI:https://strathprints.strath.ac.uk/id/eprint/69070
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