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

Overcoming institutional voids: Maisons spéciales and the internationalisation of proto-modern... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business History Taylor & Francis

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

Business History , Volume 63 (7): 34 – Sep 3, 2021

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

Business History , Volume 63 (7): 34 – Sep 3, 2021

Abstract

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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References (126)

Publisher
Taylor & Francis
Copyright
© 2019 Informa UK Limited, trading as Taylor & Francis Group
ISSN
1743-7938
eISSN
0007-6791
DOI
10.1080/00076791.2019.1675640
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Business HistoryTaylor & Francis

Published: Sep 3, 2021

Keywords: Institutional voids; proto-modern brands; marketing; international retail; maison spéciale; market shaping; brand development; brand identity; brand values; trademark regulation; arenas of consumption; Regent Street

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