The 1930s: Europe Behind in Marketing Strategies

Elena Candelo ()
Additional contact information
Elena Candelo: University of Turin

Chapter Chapter 4 in Marketing Innovations in the Automotive Industry, 2019, pp 25-31 from Springer

Abstract: Abstract In Europe, the history of the car industry and the evolution of marketing strategies took a very different course compared to the one taken in the U.S. In the first decades of the twenty-first century, Europe was influenced by Ford’s model of mass production, yet maintained a tradition of craftsman-like automobile manufacturing which, to a certain extent, still persists to this day in the manufacture of luxury models and sports cars. Cars were mainly produced on a commission basis. They were an object of pleasure rather than of utility. There were few in circulation. Competitions triggered desires that only rich people were in a position to satisfy, and they chose the best manufacturers. During the 1930s, two trends emerged that left a lasting mark on Europe: a strong company identity and an indirect rivalry between products by the same manufacturer. In marketing, this was a period of design continuity by a single producer, and of a relentless search for beauty and diversity in terms of the visual. In those years, the main factors that influenced marketing were the emergence of new technologies, economic development (growing average income per capita), and the beginnings of mass consumption. Above all, though, it was influenced by the capacity of new entrepreneurs to understand the trends of potential demand and to draw upon technological and management knowledge tested and developed in other industries too.

Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-030-15999-3_4

Ordering information: This item can be ordered from
http://www.springer.com/9783030159993

DOI: 10.1007/978-3-030-15999-3_4

Access Statistics for this chapter

More chapters in International Series in Advanced Management Studies from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().