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Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950–1970

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  • Decker, Stephanie

Abstract

Development, modernity, and industrialization became dominant themes in corporate advertising in Africa in the 1950s and remained prevalent through the following two decades while many African nations were gaining independence. British businesses operating there created a publicity strategy that couched their presence in less developed countries in terms of a commitment and a positive contribution to the progress of the new states. Eventually, British companies tried to “Africanize” their corporate image through these campaigns.

Suggested Citation

  • Decker, Stephanie, 2007. "Corporate Legitimacy and Advertising: British Companies and the Rhetoric of Development in West Africa, 1950–1970," Business History Review, Cambridge University Press, vol. 81(1), pages 59-86, April.
    • Handle: RePEc:cup:buhirw:v:81:y:2007:i:01:p:59-86_03
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    Cited by:

    1. Jerven, Morten & Austin, Gareth & Green, Erik & Uche, Chibuike & Frankema, Ewout & Fourie, Johan & Inikori, Joseph & Moradi, Alexander & Hillbom, Ellen, 2012. "Moving Forward in African Economic History. Bridging the Gap Between Methods and Sources," Lund Papers in Economic History 124, Lund University, Department of Economic History.
    2. Gareth Austin & Stephen Broadberry, 2014. "Introduction: The renaissance of African economic history," Economic History Review, Economic History Society, vol. 67(4), pages 893-906, November.
    3. Decker, Stephanie, 2022. "Introducing the eventful temporality of historical research into international business," Journal of World Business, Elsevier, vol. 57(6).
    4. Bucheli, Marcelo & DeBerge, Thomas, 2024. "Multinational enterprises’ nonmarket strategies: Insights from History," International Business Review, Elsevier, vol. 33(2).
    5. John Singleton & James Reveley, 2013. "Business Associations as legitimacy-seekers: the case of CLCB," Working Papers 13005, Economic History Society.
    6. Rammal, Hussain G. & Rose, Elizabeth L. & Ghauri, Pervez N. & Ørberg Jensen, Peter D. & Kipping, Matthias & Petersen, Bent & Scerri, Moira, 2022. "Economic nationalism and internationalization of services: Review and research agenda," Journal of World Business, Elsevier, vol. 57(3).

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