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

Alexander, Nicholas and Doherty, Anne Marie (2021) Overcoming institutional voids : Maisons Spéciales and the internationalisation of proto-modern brands. Business History, 63 (7). pp. 1079-1112. ISSN 0007-6791 (https://doi.org/10.1080/00076791.2019.1675640)

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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.

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• Item metadata

  Item type:	Article
  ID code:	69070
  Dates:	Date Event 3 October 2021 Published 16 October 2019 Published Online 5 July 2019 Accepted
  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:	25 Apr 2024 01:06
  Related URLs:	Journal or Publication
  URI:	https://strathprints.strath.ac.uk/id/eprint/69070