Journal of Historical Research in Marketing最新文献

{"title":"Guest editorial","authors":"Hélène Gorge, Nil Ozcaglar-Toulouse","doi":"10.1108/jhrm-02-2022-084","DOIUrl":"https://doi.org/10.1108/jhrm-02-2022-084","url":null,"abstract":"","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2022-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47895373","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Pirate Archives, William Ready Division of Archives and research collections, McMaster University","authors":"Christopher Long, Bridget Whittle","doi":"10.1108/jhrm-08-2021-0039","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0039","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper is to discuss the history and contents of an archival resource that is of interest to scholars of historical marketing. The Pirate Group Inc. archive, held by McMaster University Library’s William Ready Division of Archives and Research Collections consists of over 27,000 sound recordings and 84 metres of textual records, documenting the work of Pirate, an award-winning Toronto-based advertising company founded in 1990. The comprehensiveness of the archives, which includes tens of thousands of advertising “spots”, gives researchers unprecedented access to the creative forces behind some of the most memorable advertisements produced in Canada.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper aims to answer the following questions: what is the Pirate Group Inc. and what is their documentary legacy? How can scholars of marketing history benefit from the records contained within the Pirate Group Inc. archive? How can researchers access the material at McMaster University Library’s William Ready Division of Archives and Research Collections?</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors assert that the Pirate Group Inc. archive may be of particular interest to scholars engaged in research on the following topics: Canadian nationalism in marketing campaigns, the advertising history of companies whose histories are under-studied due to a lack of archival resources and the recent history of radio and television political ad campaigns.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper contributes to historical research in marketing by asserting that the Pirate Group Inc. archive has continuing value for further research. The Pirate archive, which allows for unprecedented access into the study of Canadian advertising due to its comprehensiveness and its uniqueness among archival collections from the contemporary era, makes it a strong primary source for marketing historians.</p><!--/ Abstract__block -->","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":"64 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2022-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138532475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rhetorical history and strategic marketing: the example of Starbucks","authors":"Pierre Volle","doi":"10.1108/jhrm-08-2021-0042","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0042","url":null,"abstract":"\u0000Purpose\u0000This study aims to illustrate how firms engage in rhetorical history, i.e. “the process by which managers skillfully impose meaning on a firm’s past as a persuasive and agentic process” (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy).\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a close reading and coding of 1,852 “stories” (2,470 pages) published by Starbucks between 2003 and 2020.\u0000\u0000\u0000Findings\u0000The authors first show that Starbucks’ language relies heavily on terms referring to temporality. The authors then highlight the organization’s efforts to assert its history, to emphasize its heritage and to inscribe itself in local and national histories. With this case study, the authors contribute to the ongoing debate on history as an organizational resource. The study shows how brands that are not necessarily “historical” can mobilize rhetorical history in their strategic marketing.\u0000\u0000\u0000Research limitations/implications\u0000This case study illustrates four heritage implementation strategies: narrating, visualizing, performing and embodying. Further research could contribute to the discussion of rhetorical history production practices, in particular how heritage elements are validated, articulated, related and adopted by organizations (Burghausen and Balmer, 2014).\u0000\u0000\u0000Originality/value\u0000The research shows that the main mechanism for constituting social memory assets does not lie in the accumulation of narratives, but in the coupling of narratives at different levels, and in the inclusion of several stakeholders within the narratives. The research also highlights that the affirmation of the historicity of the firm is a prerequisite for the constitution of social memory assets. The research shows that there are a wide variety of ways to convey historical narratives, in particular the essential role leadership plays in the rhetorical process of historicization. The research also shows that the issues of identity and legitimacy are more closely linked than previous research has suggested. In a way, rhetorical history serves strategic management as much as marketing. The porosity between the different audiences allows for a strong alignment between stakeholders, thus consolidating a competitive advantage that lies at the heart of Starbucks’ success, and which notably contributes to reinforcing its core value proposition (i.e. access to a “welcoming, safe and inclusive” third place) and its relational business model. Finally, the case shows that the mobilization of social memory assets does not necessarily lead to the use of nostalgic associations. In this case, for Starbucks, it is not a matter of cultivating memories of the “good old days” but of drawing inspiration from the past, of maintaining traditions to remain culturally relevant and of relying on th","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42604101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"European sources for advertising and marketing history","authors":"J. Strickland","doi":"10.1108/jhrm-08-2021-0037","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0037","url":null,"abstract":"\u0000Purpose\u0000This paper aims to build on Fred Beard’s study of the world’s archives to identity historical advertising and marketing ephemera, published in this journal in 2018, by focussing on resources available in Europe to augment his survey.\u0000\u0000\u0000Design/methodology/approach\u0000Online searching, supplemented by literature emanating from the business archive sector, led to the identification of 177 repositories or online sites in Europe holding advertising and marketing archives of significance for researchers. These are set out in two accompanying tables.\u0000\u0000\u0000Findings\u0000A wide diversity of European archives that are open to researchers is revealed in this paper. Many are the archives of the business themselves, but a number of collecting repositories are also listed, brought together for the first time.\u0000\u0000\u0000Research limitations/implications\u0000This paper focusses solely on Europe but does not claim to be comprehensive, as the study was time-limited and readers will, no doubt, know of resources that the author has missed. The findings relate mostly to Western Europe, so there is scope for further study to encompass archives in the former eastern bloc. Exploration of sources in Africa, Asia and Latin America would further supplement Beard’s original study.\u0000\u0000\u0000Originality/value\u0000This research brings together the broadest list of advertising and marketing sources open to researchers in Europe published to date. As Beard’s focus was more on the Americas, this examination redresses the balance with an array of European sources which, it is hoped, will contribute to the greater use of many little-known or under-researched resources by researchers across the world.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41803932","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West","authors":"Terrence H. Witkowski","doi":"10.1108/jhrm-07-2021-0029","DOIUrl":"https://doi.org/10.1108/jhrm-07-2021-0029","url":null,"abstract":"\u0000Purpose\u0000This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming.\u0000\u0000\u0000Design/methodology/approach\u0000Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021.\u0000\u0000\u0000Findings\u0000Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced.\u0000\u0000\u0000Originality/value\u0000This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41497143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Historical research with Chinese multilateral historical marketing sources","authors":"Tony Yan, M. Hyman","doi":"10.1108/jhrm-09-2021-0044","DOIUrl":"https://doi.org/10.1108/jhrm-09-2021-0044","url":null,"abstract":"\u0000Purpose\u0000The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.\u0000\u0000\u0000Design/methodology/approach\u0000A bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.\u0000\u0000\u0000Findings\u0000Marketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.\u0000\u0000\u0000Research limitations/implications\u0000Underused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.\u0000\u0000\u0000Practical implications\u0000By scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.\u0000\u0000\u0000Originality/value\u0000This is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46253849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An analysis of the smoking debate ahead of Bernays’ “Torches of Freedom” campaign through the lens of the New York Times coverage (1870–1929)","authors":"M. Topić","doi":"10.1108/jhrm-05-2021-0019","DOIUrl":"https://doi.org/10.1108/jhrm-05-2021-0019","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to analyse the social debate on women, health and smoking in the New York Times from 1870 until 1929. The paper aimed to establish whether smoking for women was a form of oppression and whether it was publicly known that smoking is harmful in decades preceding the “Torches of Freedom” campaign run by Edward L. Bernays. This criticism for engineering women’s smoking, and thus harming women’s health up to today causes harm to the reputation of the public relations (PR) industry.\u0000\u0000\u0000Design/methodology/approach\u0000Articles were analysed per decade and a total of 294 articles from the New York Times was analysed. The coverage was analysed using two themes, smoking and health and women and smoking and discourse analysis have been carried out on articles in these themes to explore what was known of smoking and whether the social perception of women smoking was oppressive and could be seen as a woman’s issue that “Torches of Freedom” addressed.\u0000\u0000\u0000Findings\u0000Findings show that it was not known that cigarettes were harmful to health and that smoking can be seen as constituting part of women’s oppression in the US before the “Torches of Freedom” campaign. The oppression of women who smoked intensified during the 1920s and Bernays’ Torches of Freedom campaign directly addressed an existing social issue rather than engineering a campaign and manipulating women to start smoking.\u0000\u0000\u0000Practical implications\u0000The paper highlights the revolutionary potential in Bernays’ campaign. This could inspire researchers and consumers to keep on critically reflecting on PR campaigns while still appreciating any progressive agenda they might contribute to. Simultaneously, PR practitioners may take away from the article that a message of social relevance may just be more memorable than the advertised brand itself.\u0000\u0000\u0000Originality/value\u0000This paper engages with the coverage of the New York Times, a newspaper that is often mentioned in the context of the “Torches of Freedom” campaign success and explores in detail what the debate on smoking, health and women were in nearly 60 years preceding the much-criticised campaign.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48288250","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A bibliometric overview of the journal of historical research in marketing between 2009 and 2021","authors":"Ayhan Akpınar, Canberk Çetin, Muhammet Ali Tiltay","doi":"10.1108/jhrm-05-2021-0021","DOIUrl":"https://doi.org/10.1108/jhrm-05-2021-0021","url":null,"abstract":"\u0000Purpose\u0000The 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).\u0000\u0000\u0000Design/methodology/approach\u0000This paper uses bibliometric methodologies to analyze several aspects of the JHRM.\u0000\u0000\u0000Findings\u0000The 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.\u0000\u0000\u0000Research limitations/implications\u0000This 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.\u0000\u0000\u0000Originality/value\u0000This 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.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46402555","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketing the past over the long run: uses of the past in French accounting textbooks, 17th-19th c.","authors":"Pierre Labardin, Pierre D. Gervais","doi":"10.1108/jhrm-09-2020-0035","DOIUrl":"https://doi.org/10.1108/jhrm-09-2020-0035","url":null,"abstract":"\u0000Purpose\u0000A growing share of the literature in the fields of marketing and organizational theory is focusing on the uses of the past. This paper aims to propose an analysis of these uses over the long run and concludes that these uses of the past may themselves be historicized.\u0000\u0000\u0000Design/methodology/approach\u0000The paper uses accounting textbooks published in French from the seventeenth to the nineteenth century. This study uses historical and organizational literature to account for observed variations.\u0000\u0000\u0000Findings\u0000Two conceptualizations of the past can be found in the sources from the period studied, depending on the period one considers, each of them leading to a different marketing strategy. In the first one, the past is presented as providing most or even all the value of what is offered in the present, as past experience serves as a stepping stone to a better product. The second conception breaks with these mostly positive views and presents the past as a dangerous routine, from which one must be freed to innovate.\u0000\u0000\u0000Originality/value\u0000Studying marketing uses of the past over the long run allows us to identify a limited set of possible sales pitches using the past to promote work and to identify the constraints orienting these pitches at any given time.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46193279","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Commercialising public health during the 1918-1919 Spanish flu pandemic in Britain","authors":"L. Hagan","doi":"10.1108/JHRM-12-2020-0058","DOIUrl":"https://doi.org/10.1108/JHRM-12-2020-0058","url":null,"abstract":"This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in Great Britain influenza pandemic. It looks particularly at the ways in which marketing strategies changed and how these strategies were enacted in the lexical and semiotic choices (e.g. language, image, colour, typography, texture, materiality, composition and layout) of advertisements.,A total of 120 advertisements for the three brands were collected from the British Newspaper Archive and analysed using the theory and analytical tools of multimodal critical discourse analysis. The general themes and semiotic structures of the advertisements were identified, with the aim of deconstructing the meaning potentials of verbal and visual resources used to convey ideas about the pandemic, and how they work to shape public understanding of the products and make them appear as effective and credible.,Each brand rapidly changed their marketing strategy in response to the influenza pandemic, using such techniques as testimonials, hyperbole, scaremongering and pseudoscientific claims to persuade consumers that their products offered protection. Whilst these strategies may appear manipulative, they also had the function of fostering reassurance and sympathy amongst the general public in a moment of turmoil, indicating the important role of brands in building consumer trust and promoting a sense of authority in early twentieth-century Britain.,Exploring the way in which advertisers responded to the 1918‐1919 influenza pandemic reminds us of the challenges of distinguishing legitimate and illegitimate medical advice in a fast-moving pandemic and highlights the need to cast a critical eye to the public health information, particularly when it comes from unofficial sources with vested interests.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2021-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41377880","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}