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A mercantilist brand: the British East India Company and Madeira Wine, 1756–1834

2023Journal article Open access
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dc.contributor.authorCâmara, Benedita
dc.contributor.authorLopes, Teresa da Silva
dc.contributor.authorFredona, Robert
dc.date.accessioned2023-10-04T13:14:03Z
dc.date.available2023-10-04T13:14:03Z
dc.date.issued2023
dc.description.abstractThis 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCâmara, 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/S0007680523000387pt_PT
dc.identifier.doi10.1017/S0007680523000387pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.13/5316
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherCambridge University Presspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/pt_PT
dc.subjectMercantilismpt_PT
dc.subjectMercantilist brandspt_PT
dc.subjectProto-brandspt_PT
dc.subjectMerchantspt_PT
dc.subjectEast India Companypt_PT
dc.subjectMadeira winept_PT
dc.subjectPort winept_PT
dc.subject.pt_PT
dc.subjectFaculdade de Ciências Sociaispt_PT
dc.titleA mercantilist brand: the British East India Company and Madeira Wine, 1756–1834pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage38pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleBusiness History Reviewpt_PT
person.familyNameCâmara
person.givenNameMaria Benedita
person.identifier.orcid0000-0002-1691-4427
person.identifier.scopus-author-id44961123300
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication8160e389-26db-4bc8-b313-c0345f5bb515
relation.isAuthorOfPublication.latestForDiscovery8160e389-26db-4bc8-b313-c0345f5bb515

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