História empresarial como área de pesquisa

Este relatório de pesquisa faz um balanço teórico do estado da arte da disciplina História Empresarial (Business History). Disciplina nova mesmo no mundo dos países desenvolvidos, no Brasil ela está engatinhando e exige uma reflexão sobre os principais paradigmas desenvolvidos nos Estados Unidos e na Europa . Descrevemos suscintamente esses paradigmas e os primeiros passos da disciplina no Brasil.

The development of private farms in Vietnam

The objective of this paper is to explore the entities that have developed private farms (trang trai) in Vietnam. Various types of private farms have emerged in the last ten years. It is noteworthy that the owners of private farms are not necessarily agricultural households but also include government officials and the urban rich. Based on data collected from the author’s field surveys in Vietnam from 2006 to 2011, the paper attempts to categorize patterns in the development of private farms and analyze their differences. The paper argues that private farms developed by agricultural households are still limited because of the difficulty of consolidating land.

El contratismo y su integración al modelo de agronegocios : Producción y servicios en la región pampeana

Si bien existen estudios sobre el desarrollo de los prestadores de servicios agropecuarios de labores culturales -"contratistas" en la jerga nativa-, a lo largo del siglo XX, el crecimiento exponencial de esta actividad y las vertiginosas dinámicas de innovación tecnológica para el agro en relación a este rubro, han abierto nuevos interrogantes respecto de las características productivas y las identidades construidas por estos sujetos. El objetivo de este trabajo es dar cuenta de las distintas estrategias desplegadas respecto a la compra-venta de servicios por parte de estos actores de la producción agrícola, así como también comprender cómo estas estrategias se relacionan con el modelo productivo predominante. El acercamiento que proponemos a continuación, es en base a un relevamiento cuantitativo de hogares de productores agropecuarios (provincias de Buenos Aires y de Santa Fe) y a entrevistas cualitativas sobre trayectorias de vida y empresariales. A partir de la construcción de estos datos analizamos las características de aquellos que implementaron la prestación de servicios agrícolas, en base a las dimensiones materiales e identitarias estudiadas

Agro-estratégias através do tempo

No início dos anos 2000 consolidou-se o quadro de significativas alterações e ajustes nas estratégias das organizações agrícolas. Destacam-se: a consolidação das organizações, a internacionalização dos sistemas de base agrícola, a inovação presente em processos e produtos e de natureza organizacional, a introdução da variável socioambiental, e a adoção de estratégias de transparência. A cooperação pode exigir investimentos especializados, e os incentivos para a sua realização dependem de mecanismos de controle de custos de transação. Com a presença de incerteza no ambiente econômico e nas transações, a flexibilidade planejada visa eventuais ajustes em face de eventos inesperados. Arranjos institucionais complexos (leia-se, contratos) são observados como forma de responder a necessidades apontadas. Além de confiança, reputação, e mecanismos relacionais, a evolução dos mecanismos sociais por trás dos contratos de sociedade é algo a ser desenvolvido. O presente estudo propõe que as cooperativas agrícolas podem desenvolver mecanismos de governança que geram uma competência adaptativa para enfrentar eventos inesperados. O presente estudo explorou uma visão retrospectiva de estratégias adotadas por cooperativas brasileiras. Assumiu-se aqui uma nova vertente analítica da \"História de Negócios\" e suas implicações voltadas ao sistema agroindustrial. Como diretriz de método, foram seguidas as etapas de identificação das principais estratégias relatadas nos estudos de casos escolhidos, sobre cooperativas, desenvolvidos entre 1991 e 2002. Na sequência compararam-se as estratégias com as diretrizes apresentadas no capítulo teórico. Admite-se que as estratégias que implicam em maiores investimentos em ativos específicos tendem a tornarem mais rígidos os arranjos e dificultam a plasticidade, ou adaptação, das cooperativas agrícolas - onde naturalmente as mudanças ocorrem de forma mais lenta - frente a choques ou eventos externos.

The European response to the challenge of the Japanese steel industry (1950–1980)

Between 1950 and 1980, the European delay with respect to Japan and the relative loss of competitiveness in the integrated steel industry was due to an institutional, geographical and economic logic based largely on historical factors. Europe had a long steel-making history that was closely related to its sources of raw materials. The new technological paradigm turned this former advantage into a clear disadvantage, while the large investments made in the Thomas and open hearth processes and the affordable price of scrap delayed the adoption of the Basic Oxygen Furnace (BOF) until its superiority had been clearly demonstrated. The European steel industry was not at the forefront of the transformation, but merely adapting to the changes, pushed by the threat of a new uncomfortable competitor.

El contratismo y su integración al modelo de agronegocios : Producción y servicios en la región pampeana

Si bien existen estudios sobre el desarrollo de los prestadores de servicios agropecuarios de labores culturales -"contratistas" en la jerga nativa-, a lo largo del siglo XX, el crecimiento exponencial de esta actividad y las vertiginosas dinámicas de innovación tecnológica para el agro en relación a este rubro, han abierto nuevos interrogantes respecto de las características productivas y las identidades construidas por estos sujetos. El objetivo de este trabajo es dar cuenta de las distintas estrategias desplegadas respecto a la compra-venta de servicios por parte de estos actores de la producción agrícola, así como también comprender cómo estas estrategias se relacionan con el modelo productivo predominante. El acercamiento que proponemos a continuación, es en base a un relevamiento cuantitativo de hogares de productores agropecuarios (provincias de Buenos Aires y de Santa Fe) y a entrevistas cualitativas sobre trayectorias de vida y empresariales. A partir de la construcción de estos datos analizamos las características de aquellos que implementaron la prestación de servicios agrícolas, en base a las dimensiones materiales e identitarias estudiadas

El contratismo y su integración al modelo de agronegocios : Producción y servicios en la región pampeana

Si bien existen estudios sobre el desarrollo de los prestadores de servicios agropecuarios de labores culturales -"contratistas" en la jerga nativa-, a lo largo del siglo XX, el crecimiento exponencial de esta actividad y las vertiginosas dinámicas de innovación tecnológica para el agro en relación a este rubro, han abierto nuevos interrogantes respecto de las características productivas y las identidades construidas por estos sujetos. El objetivo de este trabajo es dar cuenta de las distintas estrategias desplegadas respecto a la compra-venta de servicios por parte de estos actores de la producción agrícola, así como también comprender cómo estas estrategias se relacionan con el modelo productivo predominante. El acercamiento que proponemos a continuación, es en base a un relevamiento cuantitativo de hogares de productores agropecuarios (provincias de Buenos Aires y de Santa Fe) y a entrevistas cualitativas sobre trayectorias de vida y empresariales. A partir de la construcción de estos datos analizamos las características de aquellos que implementaron la prestación de servicios agrícolas, en base a las dimensiones materiales e identitarias estudiadas

Corporate legitimacy and advertising:British companies and the rhetoric of development in West Africa, 1950-1970

Development, modernity, and industrialization became dominant themes in corporate advertising in Africa in the 1950s and remained prevalent through the following two decades while many African nations were gaining independence. British business operating there created a publicity strategy that couched their presence in less developed countries in terms of a commitment and a positive contribution to the progress of the new states. Eventually, British companies tried to "Africanize" their corporate image through these campaigns.

Depression to decolonization:Berclays Bank (DCO) in the West Indies, 1926-1962. By Kathleen E.A. Monteith. Kingston: University of the West Indies Press, 2008. xvi + 355pp. Illustrations, tables. figures, appendix, bibliography, notes, index. $30.00. ISBN: 879-976-640-198-6.

Book review

Global brands:The Evolution of Multinationals in Alcoholic Beverages. By Teresa da Silva Lopes. New York: Cambridge University Press, 2007. xxii + 303 pp. Illustrations, tables, appendix, bibliography, notes, index. Cloth, $50.00. ISBN: 978-0-521-83397-4.

Book review

Corporate political activity in less developed countries:The Volta River Project in Ghana, 1958-66

The article expands existing categorisations of political and economic governance by including literature on less developed countries (LDCs). In four consecutive negotiations between the US multinational Kaisers and the US and Ghana governments in the early 1960s, it is argued that the company reached levels of influence that are at odds with existing explanations. In order to understand corporate political activities in LDCs, analysis needs to go beyond static factors (political risk) and include dynamic factors such as diplomatic relations and 'arenas of power', and consider the role of the investor's home country relative to the host economy.

Margetinggeschichte:Die Genese einer modernen Sozialtechnik, Hartmut Berghoff

Book revew: Marketinggeschichte: die Genese einer modernen Sozialtechnik [Marketing history: The genesis of a modern social technique], edited by Hartmut Berghoff, Frankfurt/Main, Campus Verlag, 2007, 409 pp., illus., [euro]30.00 (paperback), ISBN 978-3-593-38323-1. This edited volume is the result of a workshop at Göttingen University in 2006 and combines a number of different approaches to the research into the history of marketing in Germany's economy and society. The majority of contributions loosely focus around the occurrence of a ‘marketing revolution’ in the 1970s, which ties in with interpretations of the Americanisation of German business. This revolution replaced the indigenous German idea of Absatzwirtschaft (the economics of sales) with the American-influenced idea of Marketing, which was less functionally oriented and more strategic, and which aimed to connect processes within the firm in order to allow a greater focus on the consumer. The entire volume is framed by Hartmut Berghoff's substantial and informative introduction, which introduces a number of actors and trends beyond the content of the volume. Throughout the various contributions, authors provide explanations of the timing and nature of marketing revolutions. Alexander Engel identifies an earlier revolution in the marketing of dyes, which undergoes major change with the emergence of chemical dyes. While the natural dyestuff had been a commodity, with producers removed from consumers via a global network of traders, chemical dyes were products and were branded at an early stage. This was a fundamental change in the nature of production and sales. As Roman Rossfeld shows in his contribution on the Swiss chocolate industry (which focuses almost exclusively on Suchard), even companies that produced non-essential consumer goods which had always required some measure of labelling grappled for years with the need to develop fewer and higher impact brands, as well as an efficient sales operation. A good example for the classical ‘marketing revolution’ of the 1970s is the German automobile industry. Ingo Köhler convincingly argues that the crisis situation of German car manufacturers – the change from a seller's to a buyer's market, appreciation of the German mark which undermines exports, the oil crises coupled with higher inflation and greater frugality of consumers and the emergence of new competitors – lead companies to refocus from production to the demands of the consumer. While he highlights the role of Ford in responding most rapidly to these problems, he does not address whether the multinational was potentially transferring American knowledge to the German market. Similarly, Paul Erker illustrates that a marketing revolution in transport and logistics happened much later, because the market remained highly regulated until the 1980s. Both Paul Erker and Uwe Spiekermann in their contribution, present comparisons of two different sectors or companies (the tire manufacturer Continental and the logistics company Dachser, and agriculture and trade, respectively). In both cases, however, it remains unclear why these examples were chosen for comparison, as both seem to have little in common and are not always effectively used to demonstrate differences. The weakest section of the book is the development of marketing as an academic discipline. The attempt at sketching the phases in the evolution of marketing as an academic discipline by Ursula Hansen and Matthias Bode opens with an undergraduate-level explanation on the methodology of historical periodisation that seems extraneous. Considerably stronger is the section on the wider societal impact of marketing, and Anja Kruke shows how the new techniques of opinion research was accepted by politics and business – surprisingly more readily by politicians than their commercial counterparts. In terms of contemporary personalities, Hans Domizlaff emerges as one fascinating figure of German marketing history, which several contributors refer to and whose career as the German cigarette manufacturer Reemtsma is critically analysed by Tino Jacobs. Domizlaff was Germany's own ‘marketing guru’, whose successful campaigns led to the wide-ranging reception of his ideas about the nature of good branding and marketing. These are variously described as intuitive, elitist, and sachlich, a German concept of a sober, fact-based, and ‘no frills’ approach. Domizlaff did not believe in market research. Rather, he saw the genius of the individual advertiser as key to intuitively ascertaining the people's moods, wishes, and desires. This seems to have made him peculiarly suited to the tastes of the German middle class, according to Thomas Mergel's contribution on the nature of political marketing in the republic. Especially in politics, any form of hard sales tactics were severely frowned upon and considered to demean the citizen as incapable of making an informed choice, a mentality that he dates back to the traditions of nineteenth-century liberalism. Part of this disdain of ‘selling politics like toothpaste’ was also founded on the highly effective use of branding by the National Socialists, who identified their party through the use of an increasingly standardised image of Adolf Hitler and the swastika. Alexander Schug extends on previous research that criticised the simplistic notion of Hitler's charisma as the only explanation of the popular success and distances his approach from those who see it in terms of propaganda and demagogy. He argues that the NSDAP used the tools of advertising and branding precisely because they had to introduce their new ideology into a political marketplace dominated by more established parties. In this they were undoubtedly successful, more so than they intended: as bakers sold swastika cookies and butchers formed Führer heads out of lard, the NSDAP sought to regain control over the now effectively iconic images that constituted their brand, which was in danger of being trivialised and devalued. Key to understanding the history of marketing in Germany is on the one hand the exchange of ideas with the United States, and on the other the impact of national-socialist policies, and the question whether they were a force of modernisation or retardation. The general argument in the volume appears to favour the latter explanation. In the 1930s, some of the leading marketing experts emigrated to the USA, leaving German academia and business isolated. The aftermath of the Second World War left a country that needed to increase production to satisfy consumer demand, and there was little interest in advanced sales techniques. Although the Nazis were progressive in applying new marketing methods to their political campaign, this retarded the adoption of sales techniques in politics for a long time. Germany saw the development of idiosyncratic approaches by people like Domizlaff in the 1930s and 1940s, when it lost some leading thinkers, and only engaged with American marketing conceptions in the 1960s and 1970s, when consumers eventually became more important than producers.

Back to the failure: an analytic narrative of the De Lorean debacle

There has been a recent identification of a need for a New Business History. This discussion connects with the analytic narrative approach. By following this approach, the study of business history provides important implications for the conduct and institutional design of contemporary industrial policy. The approach also allows us to solve historical puzzles. The failure of the De Lorean Motor Company Limited (DMCL) is one specific puzzle. Journalistic accounts that focus on John De Lorean's alleged personality defects as an explanation for this failure miss the crucial institutional component. Moreover, distortions in the rewards associated with industrial policy, and the fact that the objectives of the institutions implementing the policy were not solely efficiency-based, led to increased opportunities for rent-seeking. Political economy solves the specific puzzle; by considering institutional dimensions, we can also solve the more general puzzle of why activist industrial policy was relatively unsuccessful in Northern Ireland.