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
![]() |
Text (Alexander-Doherty-BH-2019-Overcoming-institutional-voids-maisons-speciales)
Alexander_Doherty_BH_2019_Overcoming_institutional_voids_maisons_speciales.pdf Accepted Author Manuscript Restricted to Repository staff only until 16 April 2021. Download (683kB) | Request a copy from the Strathclyde author |
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.
Creators(s): |
Alexander, Nicholas and Doherty, Anne Marie ![]() | 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: | 21 Jan 2021 11:09 |
Related URLs: | |
URI: | https://strathprints.strath.ac.uk/id/eprint/69070 |
Export data: |