Market-making strategies in Tanzimat era Istanbul: The quest for an elusive cosmopolitanism

被引：0

作者：

Uygur, Kubra ^{[1
]}

Yalkin, Cagri ^{[2
]}

Uygur, Selcuk ^{[1
]}

机构：

[1] Brunel Univ London, Coll Business Arts & Social Sci, Brunel Business Sch, London, England

[2] Middle East Tech Univ, Dept Business Adm, Mersin, Northern Cyprus, Turkiye

来源：

BUSINESS HISTORY | 2023年

关键词：

Market making; Tanzimat; Ottoman Press; Armeno-Turkish newspapers; Manzume-i Efkar; Ottoman cosmopolitanism; 19th century; newspaper advertisements; business communication; Ottoman business; Ottoman economy; market making strategy; CONSUMPTION; BUSINESS; EVOLUTION; HISTORY; GENDER; TURKS;

D O I：

10.1080/00076791.2023.2279128

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Focusing on a pivotal period of the Ottoman Empire, we illustrate how advertising tactics act as market-making tools for local and non-local businesses during the Tanzimat (1839-1876) (Re-organization) era through a study of advertisements in the popular Armeno-Turkish daily newspaper Manzume-i Efkar. We show that using standardised marketing communications in both form and content to invoke Westernness, forging dealership networks to induce demand, and legitimising the products and brands acted as market-making mechanisms and helped to introduce new products into the local market. Our findings further illuminate that although the market making efforts of the era might suggest the existence of a multilingual, ethnically, and culturally diverse consumer group, the adverts only speak to a limited and inorganically bound set of consumers.

引用

页数：31