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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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.

Item Type:
Journal Article
Journal or Publication Title:
Business History
Additional Information:
This is an Accepted Manuscript of an article published by Taylor & Francis in Business History on 16/10/2019, available online:  https://www.tandfonline.com/doi/full/10.1080/00076791.2019.1675640
Uncontrolled Keywords:
?? institutional voidsproto-modern brandsmarketinginternational retailmaison spécialemarket shapingbrand developmentbrand identitybrand valuestrademark regulationarenas of consumptionregent streetbusiness, management and accounting (miscellaneous)historybusi ??
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Deposited On:
22 Jul 2019 15:05
Last Modified:
15 Jul 2024 19:41