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

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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.

    ORCID iDs

    Alexander, Nicholas and Doherty, Anne Marie ORCID logoORCID: https://orcid.org/0000-0002-5480-814X;
    • Item type:Article
      ID code:69070
      Dates:
      Date
      Event
      3 October 2021
      Published
      16 October 2019
      Published Online
      5 July 2019
      Accepted
      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:03 Oct 2021 03:11
      Related URLs:
      URI:https://strathprints.strath.ac.uk/id/eprint/69070
    CORE (COnnecting REpositories)