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

Nicholas Alexander, Anne Marie Doherty

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)
27 Downloads (Pure)

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.
Original languageEnglish
Pages (from-to)1079-1112
Number of pages34
JournalBusiness History
Volume63
Issue number7
Early online date16 Oct 2019
DOIs
Publication statusPublished - 3 Oct 2021

Keywords

  • institutional voids
  • proto-modern brands
  • international retail
  • market shaping
  • brand development
  • brand indentity
  • trademark regulation
  • Regent Street
  • arenas of consumption

Fingerprint

Dive into the research topics of 'Overcoming institutional voids: Maisons Spéciales and the internationalisation of proto-modern brands'. Together they form a unique fingerprint.

Cite this