Developing The World By Teaching Domestic Consumption: Swiss Supermarkets And The Emergence Of Development Aid Policies In The Early Postwar Period

IF 0.7 2区 历史学 Q4 BUSINESS
Heinrich Hartmann
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引用次数: 0

Abstract

In the early post-Second World War period, Migros of Switzerland was the first European retail business to adopt the American supermarket model. Its success, however, has not only been a matter of technological and logistical innovation. Migros’ founder, Gottlieb Duttweiler, was convinced that consumer education was part and parcel of a new style of selling consumption. This conviction was at the basis of a strategy entering foreign markets and of exporting the Migros model abroad. Similar to post-World War II economic rehabilitation programs, Duttweiler pursued an indigenous modernization agenda, based on a new principle of “rational consumption”—he did not hesitate to label this as a genuine version of entrepreneurial development aid. Against the backdrop of the establishment of Migros’ activities in Turkey, this article discusses the participation of entrepreneurs in the international development policies after the Second World War. The history of Migros Türk sheds light not only on the entrepreneurial approach to modernization policy, which was often different to that adopted in government programs, but also on how this influenced critical consumerism inside and outside Switzerland over the long term.

通过教导国内消费来发展世界:战后初期瑞士超市与发展援助政策的兴起
第二次世界大战后初期,瑞士的 Migros 是欧洲第一家采用美国超市模式的零售企业。然而,它的成功不仅仅是技术和物流创新的问题。Migros 的创始人戈特利布-杜特韦勒坚信,消费者教育是新式消费销售的重要组成部分。这一信念是 Migros 进军国外市场和向国外输出 Migros 模式的战略基础。与二战后的经济复兴计划类似,杜特维勒也在追求一种基于 "理性消费 "新原则的本土现代化议程--他毫不犹豫地将其称为真正意义上的企业发展援助。本文以 Migros 在土耳其开展活动为背景,探讨了企业家参与第二次世界大战后国际发展政策的情况。Migros Türk 的历史不仅揭示了现代化政策中的企业方法(往往不同于政府项目中采用的方法),还揭示了这种方法如何长期影响瑞士国内外的批判性消费主义。
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来源期刊
CiteScore
1.20
自引率
30.00%
发文量
37
期刊介绍: Enterprise & Society offers a forum for research on the historical relations between businesses and their larger political, cultural, institutional, social, and economic contexts. The journal aims to be truly international in scope. Studies focused on individual firms and industries and grounded in a broad historical framework are welcome, as are innovative applications of economic or management theories to business and its context.
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