A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834

Detalhes bibliográficos
Autor(a) principal: Câmara, Benedita
Data de Publicação: 2023
Outros Autores: Lopes, Teresa da Silva, Fredona, Robert
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.13/5316
Resumo: This study analyzes the long-term power of mercantilist firms and brands in industries characterized by high uncertainty and asset specificity. It contrasts the reputation-building and protection strategies employed in two similar industries in Portugal in the eighteenth and early nineteenth centuries; namely, those of Madeira and Port wine. The Portuguese crown created a collective brand for Port in 1756, the first regional appellation in the world. Madeira wine only received similar protection in the late twenti eth century. This study argues that the Madeira wine industry relied on a different type of mercantilist proto-brand—a diffuse and multi-faceted “global” umbrella brand—of the British East India Company, which during its heyday more than rivaled the power of the Portuguese state as a product certifier and endorser.
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spelling A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834MercantilismMercantilist brandsProto-brandsMerchantsEast India CompanyMadeira winePort wine.Faculdade de Ciências SociaisThis study analyzes the long-term power of mercantilist firms and brands in industries characterized by high uncertainty and asset specificity. It contrasts the reputation-building and protection strategies employed in two similar industries in Portugal in the eighteenth and early nineteenth centuries; namely, those of Madeira and Port wine. The Portuguese crown created a collective brand for Port in 1756, the first regional appellation in the world. Madeira wine only received similar protection in the late twenti eth century. This study argues that the Madeira wine industry relied on a different type of mercantilist proto-brand—a diffuse and multi-faceted “global” umbrella brand—of the British East India Company, which during its heyday more than rivaled the power of the Portuguese state as a product certifier and endorser.Cambridge University PressDigitUMaCâmara, BeneditaLopes, Teresa da SilvaFredona, Robert2023-10-04T13:14:03Z20232023-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.13/5316engCâmara, B., Lopes, T., & Fredona, R. (2023). A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834. Business History Review, 1-38. doi:10.1017/S000768052300038710.1017/S0007680523000387info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-10-08T06:31:45Zoai:digituma.uma.pt:10400.13/5316Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:33:58.469501Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
title A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
spellingShingle A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
Câmara, Benedita
Mercantilism
Mercantilist brands
Proto-brands
Merchants
East India Company
Madeira wine
Port wine
.
Faculdade de Ciências Sociais
title_short A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
title_full A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
title_fullStr A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
title_full_unstemmed A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
title_sort A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834
author Câmara, Benedita
author_facet Câmara, Benedita
Lopes, Teresa da Silva
Fredona, Robert
author_role author
author2 Lopes, Teresa da Silva
Fredona, Robert
author2_role author
author
dc.contributor.none.fl_str_mv DigitUMa
dc.contributor.author.fl_str_mv Câmara, Benedita
Lopes, Teresa da Silva
Fredona, Robert
dc.subject.por.fl_str_mv Mercantilism
Mercantilist brands
Proto-brands
Merchants
East India Company
Madeira wine
Port wine
.
Faculdade de Ciências Sociais
topic Mercantilism
Mercantilist brands
Proto-brands
Merchants
East India Company
Madeira wine
Port wine
.
Faculdade de Ciências Sociais
description This study analyzes the long-term power of mercantilist firms and brands in industries characterized by high uncertainty and asset specificity. It contrasts the reputation-building and protection strategies employed in two similar industries in Portugal in the eighteenth and early nineteenth centuries; namely, those of Madeira and Port wine. The Portuguese crown created a collective brand for Port in 1756, the first regional appellation in the world. Madeira wine only received similar protection in the late twenti eth century. This study argues that the Madeira wine industry relied on a different type of mercantilist proto-brand—a diffuse and multi-faceted “global” umbrella brand—of the British East India Company, which during its heyday more than rivaled the power of the Portuguese state as a product certifier and endorser.
publishDate 2023
dc.date.none.fl_str_mv 2023-10-04T13:14:03Z
2023
2023-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.13/5316
url http://hdl.handle.net/10400.13/5316
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Câmara, B., Lopes, T., & Fredona, R. (2023). A Mercantilist Brand: The British East India Company and Madeira Wine, 1756–1834. Business History Review, 1-38. doi:10.1017/S0007680523000387
10.1017/S0007680523000387
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Cambridge University Press
publisher.none.fl_str_mv Cambridge University Press
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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