Journal of Historical Research in Marketing: Volume 16 Issue 2

The role of the state in consumer culture: the case of “Operation Vin” in Sweden

Luigi Servadio, Jacob Ostberg

This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the…

Forgotten classics: Principles of Merchandising by Melvin T. Copeland (1924)

Eric H. Shaw, Walter Liu

The purpose of this paper is to show that forgotten classics, such as Melvin T. Copeland’s (1924) Principles of Merchandising, can still teach lessons to students of the history…

Marketing via Shangbangs (Chinese business networks)

Tony Yan, Michael R. Hyman

This study examines how informal business networks achieve marketing goals in socially uncertain contexts. Drawing from multiple historical sources, Shangbangs, a type of business…

Declining demand in the antiques market: insights from an online community

Zahra Tohidinia

This paper aims to study antiques enthusiasts’ perspectives on the recent stagnancy in the antiques market, along with their suggestions on how the antiques trade can forge a more…