Marketing history from below: towards a paradigm shift in marketing historical research

2015 ◽  
Vol 7 (3) ◽  
pp. 295-309 ◽  
Author(s):  
Stefan Schwarzkopf
Keyword(s):  
Social History ◽  
Paradigm Shift ◽  
Historical Research ◽  
Historical Narratives ◽  
Content Type ◽  
Corporate Managers ◽  
Secondary Sources ◽  
Marketing History ◽  
History Of ◽  
Methodological Approaches

Purpose – The purpose of this article is to introduce the theme of this special issue. In doing so, the paper argues that marketing historical research is in need of a paradigmatic shift. Rather than privilege primary and secondary sources that preserve the perspectives and actions of corporate managers and of marketing academics, marketing historians need to open the historical narratives they construct much more than before to the experiences and voices of ordinary consumers, i.e. of those who actually shop and buy and choose. They also need to do more to incorporate into their narratives examples of the value-creation that consumers themselves enact, both inside and outside the sphere of the market. Design/methodology/approach – By reviewing the state of the marketing historical literature, this paper introduces the “History from Below” school of historical thought into marketing historical research. It also tests to what extent a stronger consumer focus might be able to enrich historical research in marketing. Findings – Although contemporary marketing historiography is characterized by a richness of themes and methodological approaches, there is still a marked difference between the way marketing academics and historians write the history of marketing and consumption. While, surprisingly, the former often tend to ignore the voices of ordinary consumers, the latter often lack the marketing-related “technical” knowledge to fully understand the significance of specific archival sources they discuss. This means that a genuine “People’s History of Marketing” has yet to be written. Research limitations/implications – Findings from the paper will be of value to marketing historians who wish to expand the scope and agenda of their research and help historical research move away from narrow managerial perspectives and other “privileged” accounts of marketing. Originality/value – This paper makes two original contributions. First, it introduces historiographical innovations associated with “History from Below” (social history) into marketing historical scholarship. Second, it attempts to help marketing historians identify alternative sets of primary and secondary sources, e.g. oral history archives, which would allow them to be much more optimistic about their own ability to reconstruct the perspectives of those whose voices are all too often ignored.

scholarly journals Evidences, Methodologies, Analysis, and the Joy of Historical Research: An Interview with Noble David Cook

Histórica ◽  
2020 ◽  
Vol 44 (1) ◽  
pp. 161-175
Author(s):  
Adrián Lerner Patrón
Keyword(s):  
Latin America ◽  
Social History ◽  
Demographic History ◽  
Historical Research ◽  
Colonial Latin America ◽  
The Andes ◽  
History Of ◽  
Methodological Approaches ◽  
The City

Noble David Cook is a leading historian of the demographic and social history of the Andes and the Atlantic World. In this interview, he discusses the origins of his interest in the histories of Peru, the Andes, and the Iberian Atlantic; the methodological approaches that influenced his work; how he sees the evolution, present and future of the fields of demographic history and Colonial Latin America; the role of the archive in his career; his vital and intellectual links with the city of Sevilla; his collaborations with his wife Alexandra Parma Cook; his long history of engagement with Peruvian scholars; and his perspectives on the current COVID-19 crisis.

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.

A bibliometric overview of the journal of historical research in marketing between 2009 and 2021

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ayhan Akpınar ◽  
Canberk Çetin ◽  
Muhammet Ali Tiltay
Keyword(s):  
Historical Research ◽  
Content Type ◽  
History Of Thought ◽  
Marketing History ◽  
Body Of Knowledge ◽  
Emerging Trends ◽  
The Usa ◽  
History Of ◽  
Prolific Authors ◽  
Number Of Citations

Purpose The purpose of this paper is to reveal the contributions of the Journal of Historical Research in Marketing (JHRM) to the academic body of knowledge. Pursuant to this objective, the study classifies the publications and citation structure of the JHRM, the nature of the publications’ authorship, the most cited articles and authors and the themes that have been covered from the first day until now (2009–2021). Design/methodology/approach This paper uses bibliometric methodologies to analyze several aspects of the JHRM. Findings The average number of citations per paper is 4.54. The number of articles studying marketing history/practice (163) and the history of thought (158) is almost equal, consistent with the journal’s primary orientation. Compared with other journals, it could be said that JHRM achieved close ranks, especially with those of other historical journals of similar age. The most prolific authors whose articles have been published in the JHRM are used in universities located in the USA. The JHRM is closely connected to top-tier journals in the field. Research limitations/implications This study is limited to one journal (JHRM) only. However, the authors assert that the articles analyzed are representative samples of the entire school of marketing history. Another important consideration is that the value of many critical studies in the social sciences cannot be determined using only bibliometric measurements. Originality/value This paper contributes to the marketing literature from several perspectives. First, evaluating the JHRM in terms of its unique standing shows the scope of the field of marketing history. Second, it serves as a guide for existing and future authors regarding the JHRM and the history of marketing. Third, the JHRM’s contributions provide insights into emerging trends and new opportunities for the entire marketing community.

Introduction

2018 ◽  
pp. 1-28
Author(s):  
John B. Nann ◽  
Morris L. Cohen
Keyword(s):  
Social History ◽  
Legal History ◽  
The United States ◽  
Historical Research ◽  
The Political ◽  
Bill Of Rights ◽  
History Of ◽  
The Law ◽  
The U.S

This introductory chapter provides an overview of legal history research. An attorney might conduct legal history research if the law at question in a legal dispute is very old: the U.S. Constitution and the Bill of Rights are well over two hundred years old. Historical research also comes into play when the question at issue is what the law was at a certain time in the past. Ultimately, law plays an important part in the political and social history of the United States. As such, researchers interested in almost every aspect of American life will have occasion to use legal materials. The chapter then describes the U.S. legal system and legal authority, and offers six points to consider in approaching a historical legal research project.

scholarly journals From the Social History of the Reformation (1960-1980) to the Reformation as Communication Process (1990-2000)

HISTOREIN ◽  
2013 ◽  
Vol 12 ◽  
pp. 79
Author(s):  
Costas Gaganakis
Keyword(s):  
Cultural History ◽  
Social History ◽  
Paradigm Shift ◽  
Communication Process ◽  
Protestant Reformation ◽  
The Social ◽  
The Reformation ◽  
History Of ◽  
The Way

<p>This article attempts to chart the “paradigm shift” from social history, dominant until the early 1980s, to new cultural history and the various interpretive trends it engendered in the 1990s and 2000s. The privileged field of investigation is the history of the Protestant Reformation, particularly in its urban aspect. The discussion starts with the publication of Bernd Moeller’s pivotal <em>Reichsstadt und Reformation </em>in the early 1960s – which paved the way for the triumphant invasion of social history in a field previously dominated by ecclesiastical or political historians, and profoundly imbued with doctrinal prerogatives – and culminates in the critical presentation of interpretive trends that appear to dominate in the 2010s, particularly the view and investigation of the Reformation as communication process.</p>

Whose Epidemiology, Whose Health?

1998 ◽  
Vol 28 (2) ◽  
pp. 241-252 ◽  
Author(s):  
Steve Wing
Keyword(s):  
Natural Resources ◽  
Social History ◽  
Swine Production ◽  
Environmental Racism ◽  
Production Of Knowledge ◽  
External Context ◽  
The Social ◽  
Causes Of Disease ◽  
History Of ◽  
Methodological Approaches

Simplistic claims about the objectivity of science have been challenged from a variety of perspectives. Evaluation of the external context of production of knowledge and the methodological approaches to posing questions and assembling evidence shows that there is no pure “science”; rather, all scientific knowledge is shaped by the social history of its production. Examples are given of how quantitative concepts in modern epidemiology influence the recognition of the causes of disease. The author uses the phenomenon of intensive swine production by vertically integrated agribusiness to illustrate how broad problems such as environmental racism, agricultural determinants of nutrition, loss of natural resources, and conditions conducive to emergence of new diseases are hidden by epidemiological approaches that fit into corporate policy perspectives. It is critically important to ask who produces epidemiological knowledge, and whose health is promoted by that knowledge.

Issues and strategy of institutional repositories (IR) in Bangladesh: a paradigm shift

2014 ◽  
Vol 32 (1) ◽  
pp. 47-61 ◽  
Author(s):  
Md Mukhlesur Rahman ◽  
Muhammad Mezbah-ul-Islam
Keyword(s):  
Paradigm Shift ◽  
Design Methodology ◽  
Institutional Repository ◽  
Basic Information ◽  
Global Level ◽  
Content Type ◽  
Institutional Repositories ◽  
Staff Members ◽  
Secondary Sources ◽  
Personal Visit

Purpose – The aim of this paper was to identify various institutional repository (IR) initiatives taken by Bangladeshi institutions, including identifying prospects, exploring strategies, and framing guideline for building IRs in Bangladesh. Design/methodology/approach – The paper is a general review and counts the development of IR practices in Bangladesh. Other secondary sources, such as research reports, articles and internet, are used. Discussions were also held with staff members of some other libraries, who intended to establish IR in their respective institutions. Data were collected from different institutions, currently practicing IRs in Bangladesh, through personal visit and website. Findings – The study explored the existing status of practicing IRs in Bangladesh and identified the trends at national and global level of IRs. Results showed that some institutions established their repositories in Bangladesh using DSpace, others used Greenstone and EPrints. Originality/value – This paper provides basic information for beginners and helps in planning to build IR in their respective organizations in Bangladesh.

Bourgeoisie

2012 ◽  
Author(s):  
Sarah Maza
Keyword(s):  
Eighteenth Century ◽  
Middle Class ◽  
Early Modern ◽  
Social History ◽  
French Revolution ◽  
Historical Narratives ◽  
French History ◽  
Old Regime ◽  
The Social ◽  
History Of

The concept of a group called “the bourgeoisie” is unusual in being both central to early modern and modern European history, and at the same time highly controversial. In old regime France, people frequently used the words “bourgeois” or “bourgeoisie” but what they meant by them was very different from the meaning historians later assigned to those terms. In the nineteenth century the idea of a “bourgeoisie” became closely associated with Marxian historical narratives of capitalist ascendancy. Does it still make sense to speak of a “bourgeoisie”? This article attempts to lay out and clarify the terms of the problem by posing a series of questions about this aspect of the social history of Ancien Régime France, with a brief look across the Channel for comparison. It considers first the problem of definition: what was and is meant by “the bourgeoisie” in the context of early modern French history? Second, what is the link between eighteenth-century economic change and the existence and nature of such a group, and can we still connect the origins of the French Revolution to the “rise” of a bourgeoisie? And finally, can the history of perceptions and representations of a bourgeoisie or middle class help us to understand why the concept has been so problematic in the longer run of French history?

scholarly journals Paprika Schlesinger

2017 ◽  
Vol 9 (1) ◽  
pp. 66-91 ◽  
Author(s):  
Richard A. Hawkins
Keyword(s):  
Primary Sources ◽  
National Library ◽  
Content Type ◽  
Marketing History ◽  
History Of ◽  
Complete Set ◽  
State Library ◽  
The City ◽  
Project Partner

Purpose This paper explores the development of a luxury retail shoe brand in Belle Époque Vienna. Design/methodology/approach Footwear retailing and marketing history is a neglected area. Unfortunately, no business records have survived from Robert Schlesinger’s shoe stores. However, it has been possible to reconstruct the history of the development of the Paprika Schlesinger brand from its extensive advertising in the Viennese newspaper, the Neue Freie Presse, with the guidance of the founder’s grandson, Prof Robert A. Shaw, Emeritus Professor of Chemistry, Birkbeck, University of London, England. This case study would not have been possible without the digitization of some major collections of primary sources. In 2014, the European Union’s Europeana digitization initiative launched a new portal via the Library of Europe website which provides access to selected digitized historic newspaper collections in libraries across Europe. The project partners include the Austrian National Library which has digitized full runs of several major historic Austrian newspapers, including the Neue Freie Presse. Other project partners which have digitized historic newspapers which are relevant to this paper are the Landesbibliothek Dr Friedrich Teßmann of Italy’s Südtirol region, the National Library of France and the Berlin State Library. An associate project partner library, the Slovenian National and University Library’s Digital Library of Slovenia, has also digitized relevant historic newspapers. Furthermore, the City of Vienna has digitized a complete set of Vienna city directories as part of its Wienbibliothek Digital project. Findings This paper suggests that Robert Schlesinger created one of the first European luxury retail shoe brands. Originality/value This is the first academic study of the historical development of the advertising and marketing of a European luxury retail shoe brand.

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