Between Brexit, efforts to ‘Make America great again’, and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book maps out this terrain and provides a framework for how research on ‘Made in’ campaigns and programmes in individual countries can be placed into a broader historical context. The book argues that the history of ‘Made in’ can be used to shed light on society at large: the actors that have promoted it, the institutions that have regulated it, and the cultural environments that have attributed it meaning. At times ‘Made in’ has been a basic, descriptive trade mark, while, in other periods, it has been a key component of carefully developed commercial brands, and in yet other instances it has been used in attempts to forge and redefine national identities. The book opens with an introduction to the three key factors which have featured prominently in ‘Made in’ campaigns – commercial logic, national economic policy, and its use as an instrument in political discourse, and it provides an overview of the evolution of ‘Made in’ from a marketing perspective. This is followed by country-specific discussions of ‘Made in’ with case studies including countries in Western Europe, the US, Japan, and the antipodes.
This book will be of significant interest to students and scholars of economic history, business history, and marketing.
Chapter 7 of this book is available for free in PDF format as Open Access from the individual product page at www.routledge.com. It has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
1. Conceptualising ‘Made in’ as a historical phenomenon
Nikolas Glover and David M. Higgins
2. Marketing perspectives on country of origin
3. Making Ireland: The Made in Ireland trademark and the delineation of national identity
Robin J.C. Adams
4. A genealogy of Made in Austria: Economic nationhood and imperial pretension
5. The long life of ‘Swedish quality’: promoting exports and keeping Swedes competitive, c. 1900-1990s
6. Made in Italy: A history of storytelling
Carlo Marco Belfanti
7. Made in France and Made in Paris: Luxury branding in the longue durée
Véronique Pouillard and Audrey Millet
8. It’s Made in the USA, but it can’t be branded ‘Made in the USA’
David M. Higgins
9. Spanish fashion without the country-of-origin effect
José Antonio Miranda and Alba Roldán
10. From the 'yellow peril' to ‘Cool Japan’: Country’s image and global competitiveness of the Japanese manufacturing industry since the Meiji Period
11. Crisis and continuity: The promotion of Made in New Zealand in the export and domestic markets
Felicity Barnes and Jim McAloon
12. Made in Australia: Supporting primary products and import substitution
13. ‘Made in Britain’ or Made in Britain?
David M. Higgins
"This anthology provides new insights in the history of ‘Made in’, proposing different angles of observation and a mix of case studies based on diversified sources, engaging the interest of students and scholars in the fields of business and economic history, marketing and management. The book proves the relevance and significance of historical approach to ‘Made in’ as well as the extreme fluidity of this concept, encouraging business historians to broaden and deepen research on the country of origin beyond manufacturing and country-specific settings, and towards other sectors, such as services, and regional or transnational contexts."
Valeria Pinchera, Business History