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

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Overcoming Institutional Voids: Maisons Spéciales and the Internationalisation of Proto-Modern Brands. / Alexander, Nicholas; Doherty, Anne Marie.
In: Business History, Vol. 63, No. 7, 31.10.2021, p. 1079-1112.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Alexander, N & Doherty, AM 2021, 'Overcoming Institutional Voids: Maisons Spéciales and the Internationalisation of Proto-Modern Brands', Business History, vol. 63, no. 7, pp. 1079-1112. https://doi.org/10.1080/00076791.2019.1675640

APA

Alexander, N., & Doherty, A. M. (2021). Overcoming Institutional Voids: Maisons Spéciales and the Internationalisation of Proto-Modern Brands. Business History, 63(7), 1079-1112. https://doi.org/10.1080/00076791.2019.1675640

Vancouver

Alexander N, Doherty AM. Overcoming Institutional Voids: Maisons Spéciales and the Internationalisation of Proto-Modern Brands. Business History. 2021 Oct 31;63(7):1079-1112. Epub 2019 Oct 16. doi: 10.1080/00076791.2019.1675640

Author

Alexander, Nicholas ; Doherty, Anne Marie. / Overcoming Institutional Voids : Maisons Spéciales and the Internationalisation of Proto-Modern Brands. In: Business History. 2021 ; Vol. 63, No. 7. pp. 1079-1112.

Bibtex

@article{7110314e032c4b73aa2f0cdf74d01c96,
title = "Overcoming Institutional Voids: Maisons Sp{\'e}ciales and the Internationalisation of Proto-Modern Brands",
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 sp{\'e}ciales 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.",
keywords = "Institutional voids, Proto-modern brands, Marketing, International retail, Maison sp{\'e}ciale, Market shaping, Brand development, Brand identity, Brand values, Trademark regulation, Arenas of consumption, Regent Street",
author = "Nicholas Alexander and Doherty, {Anne Marie}",
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",
year = "2021",
month = oct,
day = "31",
doi = "10.1080/00076791.2019.1675640",
language = "English",
volume = "63",
pages = "1079--1112",
journal = "Business History",
issn = "0007-6791",
publisher = "Taylor and Francis Ltd.",
number = "7",

}

RIS

TY - JOUR

T1 - Overcoming Institutional Voids

T2 - Maisons Spéciales and the Internationalisation of Proto-Modern Brands

AU - Alexander, Nicholas

AU - Doherty, Anne Marie

N1 - 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

PY - 2021/10/31

Y1 - 2021/10/31

N2 - 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.

AB - 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.

KW - Institutional voids

KW - Proto-modern brands

KW - Marketing

KW - International retail

KW - Maison spéciale

KW - Market shaping

KW - Brand development

KW - Brand identity

KW - Brand values

KW - Trademark regulation

KW - Arenas of consumption

KW - Regent Street

U2 - 10.1080/00076791.2019.1675640

DO - 10.1080/00076791.2019.1675640

M3 - Journal article

VL - 63

SP - 1079

EP - 1112

JO - Business History

JF - Business History

SN - 0007-6791

IS - 7

ER -