Purpose

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

Design/methodology/approach

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

Findings

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

Research limitations/implications

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

Practical implications

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

Originality/value

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.

中文翻译：

---

具有全国重要性的广告瑞典广告商协会和瑞典国际广告的制度化 1955-1972

目的

本文的目的是分析瑞典广告商协会在 1955 年至 1972 年期间在瑞典国际广告制度发展中的作用。

设计/方法/途径

商业协会来源的定性分析被用来探索国际广告的制度发展。

发现

一种关注以消费者为导向的品牌意识形态的战后新范式使瑞典广告商协会的营销主管能够在瑞典发展出一种关于国际广告的新话语，然后在全国出口促进网络中将其制度化。制度化进程得到了战后欧洲小型出口依赖型经济体典型的社团主义制度的支持。

研究局限性/影响

虽然基于一个国家案例，但这项研究指出了了解广告概念如何嵌入其他经济、政治和文化系统而不是它们起源的系统的重要性，以及这如何有助于类似想法和实践的异质实施。这项研究还说明了成员如何利用他们的协会将关于营销和网络的新话语制度化，并与其他参与者建立联系，以提高其思想和实践的使用和声誉。

实际影响

通过强调分析内部和外部组织关系的重要性，本研究突出了制度视角对于理解营销关键过程的重要性，从而有助于营销史的研究。在实践中，制度视角和话语的解释力都没有受到太多关注，因此研究结果对实践者来说应该既有趣又有效。

原创性/价值

对国际广告历史发展的研究是有限的，而且往往是描述性的。本研究通过使用理论和方法论方法来突出话语、营销协会和其他集体行为者之间的相互作用如何在特定国家背景下推动国际广告的制度化，从而为文献做出贡献。