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Swedish Advertisers...
Swedish Advertisers’ Association and Institutional Development of Swedish Export Promotion Advertising 1955-1972
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- Funke, Michael, 1966- (författare)
- Uppsala universitet,Ekonomisk-historiska institutionen
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(creator_code:org_t)
- Toronto : Conference on Historical Analysis and Research in Marketing (CHARM), 2021
- 2021
- Engelska.
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Ingår i: Marketing and Social Change. - Toronto : Conference on Historical Analysis and Research in Marketing (CHARM). ; , s. 37-40
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Abstract
Ämnesord
Stäng
- 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)