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The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.

The purpose of this paper is to investigate an unexplored part of advertising history; namely, the education of a large, mundane, nonelite group of advertising professionals, so-called advertising technicians and the knowledge they acquired. Examining correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas.

The study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge.

The study shows that courses created a template-based persona of the advertising technician, who possessed what we call bounded originality characterized by diligence, modesty and rule-governed creative imagination. Similarly, the courses created a body of knowledge that was controllable and highly practice-oriented. The advertising technician was expected to embody and internalize the advertising knowledge, thus, becoming an extension of this knowledge on the market.

By directing the searchlight at the cadre of ordinary, middle-class advertising professionals instead of the high-profile “advertising creatives” and innovators, the paper brings to the foreground the nonelite level of the advertising industry. These practitioners went to work in the business world to produce the everyday advertising that was not necessarily groundbreaking but was needed in a growing mass-consumption society.

The purpose of this paper is to add a holistic and dynamic approach to the emerging body of knowledge of entrepreneurial ecosystems (EEs). It aims to synthesise research and related neoteric EE concepts by proposing a conceptual framework for the study of the composition and interactions of such systems.

The authors provide an emergent enquiry perspective by introducing a systematic literature review to inform the development of a conceptual framework, based upon theoretical underpinnings of institutional and network theory.

This paper highlights neoteric holistic and dynamic approaches to recent scholarship of EEs, including antecedents, related concepts, shortcomings, features, actors, components and resources, recommendations for application, network and institutional perspectives, pathways for future research, and ultimately, a conceptual framework merging aspects of entrepreneurial activity, value creation, EE elements, relational interactions and institutional inferences.

Primary limitations are associated with holistic and dynamic approaches adopted in this study, highlighting that EE heterogeneity is unlikely conducive to a “one-size-fits-all” scenario; further empirical research on the dynamics of EEs is suggested to circumvent such implications while adding to the emerging and growing body of knowledge and application of EEs.

The findings and conceptual framework provide a theoretical platform to base applications to practice in developing nascent and emerging EEs.

A first of its kind study adds a holistic and dynamic emergent enquiry approach with institutional and network underpinnings to EE frameworks.