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

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 centuri...

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Bibliographic Details
Published in:	Business history review Vol. 98; no. 1; pp. 81 - 118
Main Authors:	Câmara, Benedita, Lopes, Teresa da Silva, Fredona, Robert
Format:	Journal Article
Language:	English
Published:	New York, USA Cambridge University Press 2024
Subjects:	19th century 20th century Alcohol Brands Capitalism Certification Companies Free markets Mercantilism Ports Power Protection Ships State power Tariffs Uncertainty Wine industry England United Kingdom > UK Portugal Europe India Port wine East India Company proto-brands mercantilism mercantilist brands merchants Madeira wine
ISSN:	0007-6805, 2044-768X
Online Access:	Get full text
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