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Overcoming Institutional Voids: Maisons Spéciales and the Internationalisation of Proto-Modern Brands

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<mark>Journal publication date</mark>31/10/2021
<mark>Journal</mark>Business History
Issue number7
Number of pages34
Pages (from-to)1079-1112
Publication StatusPublished
Early online date16/10/19
<mark>Original language</mark>English


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.

Bibliographic note

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