Purpose

The purpose of this paper is to reconstruct the marketing history of medical marijuana cigarettes in the past three decades of Austria-Hungary.

Design/methodology/approach

This paper constructs an analytical narrative based on information scattered in historical periodicals.

Findings

Towards the end of Habsburg rule, two Ljubljana-based pharmacists, the Trnkóczy brothers, managed to establish themselves as monopolistic suppliers of pre-rolled medical marijuana cigarettes for the entire Austrian part of the dual monarchy. Garnering the support of the regional Carniolan Government, Julius von Trnkóczy successfully argued his wares were not affected by the prohibition passed against imported French medicinal cigarettes. This happened despite medical opposition, suggesting that Trnkóczys could only operate this business because of their elevated social status. In the past decade of the 19th century, Ubald von Trnkóczy took advantage of newly loosened regulation to obtain an official permit by the royal-imperial government in Vienna. This was followed, in late 1909, by an advertising campaign covering mass media throughout the empire. This was enabled, amongst others, by a cutting down on medicinal claims. Their declining price is further indication that the cigarettes were mass marketed, especially as their core ingredient, cannabis, underwent price inflation.

Research limitations/implications

Because of its later illegality, the research subject was for a long time considered embarrassing, leading to an absence of retrievable documents. Missing archival sources are thus a major limitation, but one which can be overcome by the concurrent reading of historical periodicals – ranging from mass-market newspapers to specialist journals and legal texts. This paper has implications for 21st-century challenges in the marketing of newly legalized medical marijuana.

Originality/value

This paper discusses the marketing history of cannabis, a drug rarely discussed in historical literature outside its medical and regulatory context, and reconstructs previously forgotten case histories.

中文翻译：

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丢失的档案和找到的声音：重建奥匈帝国医用大麻的营销历史

目的

本文的目的是重构奥匈帝国近三十年来医用大麻卷烟的营销历史。

设计/方法论/途径

本文根据散布在历史期刊中的信息构建了一种分析性叙述。

发现

在哈布斯堡王朝统治末期，两位卢布尔雅那药剂师特恩科奇兄弟成功地成为双君主制奥地利整个奥地利部分预卷医用大麻卷烟的垄断供应商。朱利叶斯·冯·特恩科奇 (Julius von Trnkóczy) 获得了卡尼奥兰地区政府的支持，成功辩称他的商品并未受到法国药用卷烟进口禁令的影响。尽管医学界反对，但这种情况还是发生了，这表明特恩科奇斯只能因为社会地位较高而经营这项业务。在19世纪的最后十年里，乌巴尔德·冯·特恩科奇（Ubald von Trnkóczy）利用新放松的监管，获得了维也纳皇家帝国政府的正式许可。随后，在 1909 年末，通过覆盖整个帝国大众媒体的广告活动。除其他外，这是通过减少药物声明来实现的。价格的下降进一步表明卷烟已被大量销售，特别是其核心成分大麻价格上涨。

研究局限性/影响

由于其后来的非法性，该研究课题在很长一段时间内被认为是尴尬的，导致缺乏可检索的文献。因此，档案来源的缺失是一个主要限制，但可以通过同时阅读历史期刊（从大众市场报纸到专业期刊和法律文本）来克服这一限制。本文对 21 世纪新合法化的医用大麻营销挑战具有重要意义。

原创性/价值

本文讨论了大麻的营销历史，这种药物在医学和监管背景之外的历史文献中很少讨论，并重建了以前被遗忘的案例历史。