Outward facing: W&R Jacob & Co. biscuit labels, 1900-1939

2014 ◽  
Vol 6 (1) ◽  
pp. 56-97 ◽  
Author(s):  
Wendy Williams
Keyword(s):  
Twentieth Century ◽  
New Product Development ◽  
Marketing Strategies ◽  
Export Market ◽  
Original Research ◽  
Content Type ◽  
Secondary Sources ◽  
Close Analysis ◽  
Product Presentation ◽  
Initial Focus

Purpose – The aim of this paper is to explore the marketing strategies and tools used by W&R Jacob & Co. in the first four decades of the twentieth century. Design/methodology/approach – This paper is based on close analysis of W&R Jacob & Co. labels and other primary material supported by secondary sources. Findings – The paper explores the company's initial focus on the development of an export market and their competition with similar firms in England for that business. It reveals the ways in which the firm contributed to the development of product naming and labelling conventions within the biscuit industry in this period. Labelling and product presentation strategies are examined to show methods of origination that coped with a prolific rate of introduction of new lines. Political change in Ireland in the 1920s and 1930s imposed limits on Jacob's markets and precipitated a reorientation of labelling strategies. Originality/value – The paper is based on extensive original research and makes a solid contribution to the understanding of new product development and marketing strategies within the biscuit industry in the first four decades of the twentieth century. It also furthers understanding of the effects of Irish Free State policies on export industry.

“For a colleen's complexion”: soap and the politicization of a brand personality, 1888-1916

2014 ◽  
Vol 6 (1) ◽  
pp. 29-55 ◽  
Author(s):  
John Philip O'Connor
Keyword(s):  
Twentieth Century ◽  
Design Methodology ◽  
Brand Personality ◽  
Original Research ◽  
Home Rule ◽  
Content Type ◽  
Secondary Sources ◽  
History Of ◽  
The Uk

Purpose – The aim of this paper is to examine how the “colleen” archetype was used in the creation of a successful brand personality for a range of soap manufactured in Ireland during the early twentieth century. It reveals the commercial and political agendas behind this move and the colleen's later application to Ulster unionist graphic propaganda against Home Rule between 1914 and 1916. Design/methodology/approach – This case study is based on an analysis of primary and secondary sources; the former encompassing both graphic advertising material and ephemera. Findings – This paper demonstrates how contemporary pictorial advertising for colleen soap was suffused with text and imagery propounding Ulster's preservation within the UK. It also suggests that the popularity of this brand personality may have been a factor in the colleen's appropriation for propaganda purposes by certain strands within Ulster unionism. Originality/value – This paper is based on original research that expands the historical corpus of Irish visual representation, while also adding notably to discourses within the History of Marketing and Women's History.

The United Fruit Company's tourist business and the creation of the “Golden Caribbean”, 1899-1940

2016 ◽  
Vol 8 (2) ◽  
pp. 238-262 ◽  
Author(s):  
James W. Martin
Keyword(s):  
Public Relations ◽  
Vertical Integration ◽  
Marketing Strategies ◽  
Primary Sources ◽  
Annual Reports ◽  
Original Research ◽  
United Fruit Company ◽  
Content Type ◽  
Us Hegemony ◽  
The Caribbean

Purpose This paper aims to examine the tourist business and marketing strategies of a US agribusiness giant, the United Fruit Company (UFCO), between its incorporation in 1899 and 1940. It considers how tourist marketing served the company’s public-relations interest and tourism’s broader connection to narratives of US ascendancy in the Caribbean Basin. Design/methodology/approach This study is based on original research in a series of published company materials, including annual reports and a wide variety of marketing materials, as well as a variety of rare primary sources documenting the experiences of US tourists on UFCO cruises. Findings From its incorporation in 1899, the UFCO developed a Caribbean cruise business as a vital part of its strategies of vertical integration and expansion around the region. Marketing tropical travel at a time when tropical disease dominated US perceptions of such places required a thorough conceptual makeover, and UFCO publicity played an important part in this process. The company advertised Caribbean destinations first for their therapeutic possibilities, but by the 1920s, a framework of anachronistic space and picturesque primitivism predominated in marketing campaigns. The structure of this narrative naturalized the company’s, and more broadly, US, hegemony in the region. While on cruises, tourists became witnesses to and participants in a series of spectacles and activities highlighting the company’s technological prowess and benevolence. Originality/value This analysis centers on a largely overlooked dimension of the famed banana company’s enterprise. It is grounded in a wide collection of primary sources largely untapped by researchers, a source base that brings tourist perception and experience into the story of this company’s marketing efforts. This research brings tourism and leisure into the historical discussion of US power in early-twentieth-century Latin America.

Characterization of the mechanical behaviour of wooden construction materials from “quinta lobeira de cima”

2018 ◽  
Vol 9 (3) ◽  
pp. 396-410 ◽  
Author(s):  
Patricia Raposo ◽  
João Martins ◽  
José Correia ◽  
Maria E. Salavessa ◽  
Cristina Reis ◽  
...  
Keyword(s):  
Twentieth Century ◽  
Mechanical Behaviour ◽  
Research Work ◽  
Construction Materials ◽  
Image Correlation ◽  
Original Research ◽  
Content Type ◽  
Cultural Patrimony ◽  
Master Thesis ◽  
Longitudinal Modulus

Purpose The antique structures are part of the inheritance that our elders left, being important to preserve their memories. It is important to preserve, rehabilitate and restore the historic buildings protecting the cultural patrimony, attending to the actual comfort and habitability requirements. It is necessary to study the behaviour of the various elements that compose antique structures (masonry and wood) in order to develop assessment measures according to the characteristics of the original materials. The paper aims to discuss these issues. Design/methodology/approach An experimental campaign to characterize the mechanical behaviour of the wood of the roof of the “sequeiro” of “Quinta Lobeira de Cima”, a building from the twentieth century located in Minho, was carried out. The tested wood specimens are from two different species: chestnut and oak. Compression, tension and static flexion tests according to parallel to the grain direction were performed. Other parameters, such as density, moisture content and longitudinal modulus of elasticity in compression and in tension, were also obtained. The measurement of displacements was made with Digital Image Correlation (DIC). Findings The results of this study show the similarity between experimental and empirical values for the studied woods species. Originality/value This original study aimed at characterizing the mechanical properties using DIC of wood of the roof of the “sequeiro” of “Quinta Lobeira de Cima”, a building from the twentieth century located in Minho (Portugal). This study is part of master thesis of João Martins, an original research work.

Antecedents and consequences of firm’s export marketing strategy

2016 ◽  
Vol 39 (3) ◽  
pp. 329-355 ◽  
Author(s):  
Manfred Fuchs ◽  
Mariella Köstner
Keyword(s):  
Marketing Strategy ◽  
Organizational Factors ◽  
Marketing Strategies ◽  
Export Market ◽  
Foreign Markets ◽  
Local Conditions ◽  
Content Type ◽  
Venture Performance ◽  
Export Marketing ◽  
Antecedents And Consequences

Purpose – The purpose of this study is to investigate the relationships among organizational factors (export market experience, international commitment), external environment (competitive intensity), export marketing strategy and export success. The findings yielded by the analyses confirm that export market-specific experience and international commitment are significant drivers of export success. In addition, the results indicate that the degree of product adaptation is positively related to profitability and overall success, while price and distribution adaptation to local conditions have a direct impact on sales growth. Finally, the authors found evidence that international commitment exerts a positive effect on the adaptation of marketing strategies to country-specific requirements. Thus, the study findings can be used to formulate business and marketing strategies to improve firm’s success in overseas markets. Design/methodology/approach – This study used PLS for dealing with formative and reflective measures and used a sample of 200 export ventures that exported on the average in more than 15 countries. Findings – This study clearly shows that export venture success is linked to managerial commitment and experiential knowledge and that firms contribute to export venture success by adapting product to foreign markets. It is also shown that firms in more competitive environments increase their effort to adapt, leading to better export venture performance. Research limitations/implications – Although Austrian companies are typically characterized as small- and medium-sized enterprises (SMEs), the study is limited to this sample. Practical implications – Managers in SME should concentrate their effort on a small set of export venture countries of concentrate their capabilities and effort (commitment and personal) to increase adaptation in those selected market, which will lead to increasing export venture performance. Originality/value – The study differentiates between formative and reflective measures which most studies in this genre do not, which is a fundamental conceptual shortcoming. This study shows with robust result the interrelation between commitment and managerial experience (intra-firm factors) and the degree of competition in foreign markets and how marketing mix adaptation affects export venture performance measured over a period of five years.

Chain store retailing in Ireland: a case study of F.W. Woolworth & Co. Ltd, 1914-2008

2014 ◽  
Vol 6 (1) ◽  
pp. 98-115 ◽  
Author(s):  
Barbara Walsh
Keyword(s):  
Twentieth Century ◽  
Building Blocks ◽  
Chain Store ◽  
Content Type ◽  
Secondary Sources ◽  
Retail Chain ◽  
Marketing Systems ◽  
Urban Rural ◽  
History Of ◽  
Customer Profiles

Purpose – The purpose of this paper is to present a view of how a retail chain store and its marketing strategies impacted on shopping habits in twentieth century Ireland. Design/methodology/approach – Primary and secondary sources include company documents, oral history and press reports. Background social, political and economic factors are considered in conjunction with the methods this firm used to build customer-driven managed marketing systems and teams of good staff relationships. Findings – Woolworth's Irish stores responded to changing tastes and needs of consumers throughout Ireland. The Irish market required skilful techniques to overcome widening divisions within customer profiles to accommodate increasing north-south and urban-rural patterns. Welcomed by shoppers of all ages and genders, this firm's contribution to Ireland's retailing and wider commercial scene was innovative, popular, flexible and influential. Originality/value – The overview of this well-known retail chain store's experience in twentieth century Ireland can provide scholars with building blocks on which to expand knowledge and develop further understanding of a largely un-tapped field of research within the history of marketing in Ireland.

American influences on Irish advertising and consumerism 1900-1960: fashioning Irishwomen

2014 ◽  
Vol 6 (1) ◽  
pp. 159-182 ◽  
Author(s):  
Bernadette Whelan
Keyword(s):  
Design Methodology ◽  
Original Research ◽  
Irish Society ◽  
Content Type ◽  
Advertising Industry ◽  
Secondary Sources ◽  
External Influences ◽  
History Of ◽  
Closed Society

Purpose – The aim of this article is to explore how, and to what extent, American advertising and its consumerist messages infiltrated Irish society in the period 1922-1960. Design/methodology/approach – The article is based on an analysis of primary and secondary sources. Findings – The article argues that American advertising practices and messages influenced the advertising industry in Ireland. It also contributed to the technical, style and content of Irish advertising and informed the Irish woman's view of American consumerism. Finally, it suggests that Irish society was more open to external influences, which challenges the narrative of Ireland as a closed society before 1960. Originality/value – The article is based on extensive original research and opens up a number of new areas of research relating to the history of consumerism and advertising in Ireland.

Efficient lighting: reactivating the market through consumer stimulus

2014 ◽  
Vol 4 (4) ◽  
pp. 1-8
Author(s):  
Pável Reyes-Mercado ◽  
Dr Rajagopal
Keyword(s):  
Marketing Strategy ◽  
New Product Development ◽  
New Product ◽  
Subject Area ◽  
Marketing Strategies ◽  
Content Type ◽  
Innovative Products ◽  
Marketing Analysis ◽  
Product Technology ◽  
Compact Fluorescent Lamp

Subject area Marketing. Study level/applicability This case is oriented to undergraduate (BA) students taking courses in marketing strategy, branding, new product development and market research. Case overview This case deals with the events surrounding branding and positioning of a compact fluorescent lamp (CFL) by a multinational company settled in Mexico. After working in a private–public partnership (PPP) that deployed millions of CFLs in the Mexican market, the company is now striving to understand customer repurchase behaviour. The company executives are struggling with product, technology, and distribution issues. Their primary task is to develop an appealing marketing strategy and a tactical plan in the context of reduced budget and sceptic customers. Expected learning outcomes This study's task is to enhance student's ability to perform functional marketing analysis; to frame issues according to a given business model to solve the problems that organizations face in developing innovative products; and to propose alternate courses of action and formulate competitive marketing strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Cultural branding in India: the case of Godrej “Storwel” cupboards (1944-1991)

2018 ◽  
Vol 10 (3) ◽  
pp. 224-241
Author(s):  
Harini Alladi
Keyword(s):  
Cultural Context ◽  
Marketing Strategies ◽  
Content Type ◽  
Secondary Sources ◽  
Marketing History ◽  
History Of ◽  
Cultural Resonance ◽  
Iconic Status ◽  
Industry Culture ◽  
Cultural Branding

Purpose The purpose of this paper is to outline the marketing history of the Godrej Storwel steel cupboard before India’s economic liberalisation in 1991 to find possible reasons for the brand’s iconic status and strong presence in the Indian public memory. Design/methodology/approach The paper uses archival material, secondary sources and the idea of cultural branding to analyse the marketing strategies used at various points in the history of Godrej Storwel. Findings Godrej Storwel found cultural context in the two decades following India’s independence (1947) as a product that addressed the social and economic anxieties of the country, as well as embodied its aspirations at the time. In the following decades up to 1991, the product did not find similar cultural resonance with its consumers. Research limitations/implications The unavailability of sales records of the Godrej steel cupboards meant that certain conclusions could not be made concrete. Social implications Because Godrej Storwel has had such a long lifespan, it serves as a useful medium through which changing trends in marketing in India can be viewed. The paper is a good point of reference for those researching the steel industry, storage product histories and marketing in India and could encourage corporates to archive their histories. Originality/value While a lot of nostalgia surrounds the Godrej Storwel in India, this is the first work that attempts to place the product and its marketing strategies in the context of Indian industry, culture and consumption.

Advertising in a regulated economy: Swedish advertisements 1760-1800

2016 ◽  
Vol 8 (4) ◽  
pp. 484-506
Author(s):  
Sofia Murhem
Keyword(s):  
Design Methodology ◽  
18Th Century ◽  
Institutional Context ◽  
Marketing Strategies ◽  
Primary Sources ◽  
International Literature ◽  
Viable Option ◽  
Content Type ◽  
Secondary Sources ◽  
The 19Th Century

Purpose The aim of this paper is to examine the nature of newspaper advertisements for goods in Stockholm newspapers in the 18th century by studying what goods were advertised, how frequently they were advertised and what marketing strategies were used. The findings are discussed in relation to results from other countries and the institutional context. Design/methodology/approach The primary sources used are three Swedish papers published in Stockholm, one national, Inrikes tidningar, and two local. Stockholms Weckobladh and Dagligt Allehanda. In all, more than 1300 advertisements were examined. In addition, a number of secondary sources were used. Findings In contrast to most other countries, the guilds held a firm grip on Sweden’s (and Stockholm’s) business life throughout the 18th century, and enforced strict restrictions on market entry. Thereby, competition was reduced, the number of tradesmen was more or less constant and the need for marketing was low. The guilds also restricted advertising. This led to marketing strategies being underdeveloped in comparison to other countries, which affected Swedish marketing and Swedish advertisements all through the 19th century. Marketing was a viable option in 18th century Sweden, but only for those not restricted by guilds and societies. Originality/value There has been very little research on 18th century Swedish marketing. The paper also illustrates the need for including the institutional context when discussing historical marketing, which often has been neglected for this period in the international literature.

The changing nature of advertisements in The Freeman's Journal: a case study, 1763-1924

2014 ◽  
Vol 6 (1) ◽  
pp. 131-158 ◽  
Author(s):  
Mary McCarthy
Keyword(s):  
Eighteenth Century ◽  
Interwar Period ◽  
Design Methodology ◽  
Primary Source ◽  
Marketing Strategies ◽  
Content Type ◽  
Secondary Sources ◽  
Advertising Strategies ◽  
Selection Of

Purpose – The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction of a selection of printed advertisements, including the strategies used in each, which appeared in The Freeman's Journal between 1763 and 1924. Design/methodology/approach – The central primary source used is The Freeman's Journal and the selected advertisements. A number of primary and secondary sources are employed in the analysis of the featured advertisements in respect to the format, language and marketing strategies used in each. Findings – The case study finds that there were a number of constants in the advertisements examined, as well as a number of advertising strategies employed from the eighteenth century onward, that have more commonly been associated with the 1918 to 1939 interwar period. It also found that the use of illustrations did not solely depend on twentieth century printing advances, but that printing developments did much to expand and progress advertising in Ireland. Originality/value – This case study explores a little researched area in Irish advertising history.

Sign in / Sign up

Export Citation Format

Share Document