Swedish Advertisers’ Association and Institutional Development of Swedish Export Promotion Advertising 1955-1972

• Purpose – To analyze the Swedish Advertisers’ Association role in the institutional development ofSwedish export promotion 1955-1972.Methodology/approach – Qualitative method, business interest organization theory, advertisingconcepts related to the historical development of marketing.Findings – Thanks to bottoms-up engagement of members in the mid-1950s, leading to the formationof the knowledge-exchange committee for members of the association (the E-group), the associationbecame crucial in enabling Swedish companies getting access to marketing resources when competingon foreign markets, as well as becoming a key player in supporting the collective export promotionefforts of the Swedish government. The E-Group increased member participation and knowledgeexchange among members, supporting professionalization and legitimacy of advertising practices.Limitations/implications – While based on a national case, the study illustrates how marketingassociations act in an institutional system, while being challenged by member demands to supplythem with adequate resources, highlighting the importance of analyzing both the collectiveorganizations and the political system they are part of to understand the historical development ofmarketing.Originality/ value – The history of export promotion and export advertising is not well studied on aninstitutional level. This study furthers knowledge of this significant aspect of marketing history aswell as the history of political economy, making salient the interaction between the state andorganized business interests in a key aspect of a national economy. This should interest the fields ofmarketing history as well as, business studies, economics and political science.Keywords – Advertising history, business history, export promotion, business associationClassification – Research paper

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Ekonomisk historia (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Economic History (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Marketing

marketing history

business history

history

Swedish history

export business

exports

export advertising

advertising

advertising history

political economy

interest groups

business associations

corporatism

institutions

logics of collective action

export promotion

international advertising

marketing ideology

discourse

Sweden

post-war

small states

world markets

international trade

branding

nation branding

public diplomacy

marknadsföring

marknadsföringshistoria

reklam

reklamhistoria

företagshistoria

export

exportföretag

företagsekonomi

institutionell teori

korporatism

korporativism

statsvetenskap

exportfrämjande

exportföretag

historia

ekonomisk historia

diskurs

marknadsföringsideologi

handel

internationell handel

näringslivet

näringslivsorganisationer

varumärken

efterkrigstiden

varumärke

Ekonomisk historia

Economic History

Publikations- och innehållstyp

vet (ämneskategori)

kon (ämneskategori)