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Battling Giants: Spanish Publishing Multinationals in the First Global Economy

Published online by Cambridge University Press:  30 July 2019

MARÍA FERNÁNDEZ-MOYA
MARÍA FERNÁNDEZ-MOYA*
Affiliation:
María Fernández-Moya is an assistant professor at Colegio Universitario de Estudios Financieros (CUNEF). Prior to joining CUNEF, María developed her research career at IESE Business School (Family Business Chair), and she has taught in the Department of Economic History at the University of Barcelona (Spain). Her research examines the analysis of business practices from a long-term perspective, with a focus on family-owned companies, internationalization of Spanish firms, and the publishing sector. Colegio Universitario de Estudios Financieros (CUNEF), Economy and Economic History, Leonardo Prieto Castro, 2, Madrid, 28040. E-mail: mariafernandezmoya@cunef.edu
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Abstract

This study analyzes the variables that influence international competitiveness, both in industrialized and developing countries. Based on rich archival resources, the study explains the intense international competition between European and North American publishers in pursuing Latin American book markets throughout the course of the First Global Economy. The case of Spain provides an opportunity to study the patterns of the internationalization process of a nonleading country and compare them with the strategies developed by German, U.S., French, and British companies. This research sheds light on the importance of social networks and national cultural influences in the internationalization of this singular industry.

Type
Article
Information
Enterprise & Society , Volume 20 , Issue 4 , December 2019 , pp. 1007 - 1043
Copyright
Copyright © The Author 2019. Published by Cambridge University Press on behalf of the Business History Conference. All rights reserved. 

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References

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Berghoff, Harmut. “From Small Publisher to Global Media and Services Company: Outline of the History of Berlesmann, 1985 to 2010.” In 175 Years of bertelsmann. The Legacy for Our future, 6–83. Munich:Bertelsmann, 2010.Google Scholar
Berghoff, Harmut. “Blending Personal and Managerial Capitalism: Bertelsmann’s Rise from Medium-Sized Publisher to Global Media Corporation and Service Provider, 1950–2010.” Business History 55 (2013): 855–874.10.1080/00076791.2012.744584CrossRefGoogle Scholar
Berghoff, Harmut. “Becoming Global, Staying Local: The Internationalization of Bertelsmann, 1962–2010.” In Going Global: Internationalization Pathways for Family Firms During the 19th and 20th Century, edited by Fear, Jeffrey R., Pérez, Paloma Fernández, and Lubinski, Christina, 169–191. London:Routledge, 2013.Google Scholar
Bucheli, Marcelo, and Salvaj, Erica. “Adaptation Strategies of Multinational Corporations, State-Owned Enterprises, and Domestic Business Groups to Economic and Political Transitions: A Network Analysis of the Chilean Telecommunications Sector, 1958–2005.” Enterprise & Society 15, no. 3 (September 2014): 534–576.Google Scholar
Buckley, Peter J., Clegg, Jeremy L., Cross, Adam R., Liu, Xin, Voss, Hinrich, and Zheng, Ping. “The Determinants of Chinese Outward Foreign Direct Investment.” Journal of International Business Studies 38, no. 4 (2007): 499–518.CrossRefGoogle Scholar
Casson, Mark. “Entrepreneurial Networks in International Business.” Business and Economic History 26 (1997): 811–823.Google Scholar
Castellano, Philippe. “La vocación americanista de Gustau Gili Roig.” In Editorial Gustavo Gili: Una historia, 1902–2012,” edited by Gili, Gustavo, 51–71. Barcelona: Gustavo Gili, 2013.Google Scholar
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Colli, Andrea, Garcia Canal, Esteban, and Guillen, Mauro. “Family Character and International Entrepreneurship: A Historical Comparison of Italian and Spanish New Multinationals.” Business History 55, no.1 (2013): 119–138.CrossRefGoogle Scholar
Cuervo-Cazurra, Álvaro. “The Multinationalization of Developing Country MNEs: The Case of Multilatinas.” Journal of International Management 14, no. 2 (2008): 138–154.CrossRefGoogle Scholar
Cuervo-Cazurra, Álvaro, and Genc, Mehmet Erdem. “Transforming Disadvantages into Advantages: Developing Country MNEs in the Least Developed Countries.” Journal of International Business Studies 39 (2008): 957–979.10.1057/palgrave.jibs.8400390CrossRefGoogle Scholar
Da Silva Lopes, Teresa. “Brands and the Evolution of Multinationals in Alcoholic Beverages.” Business History 44, no. 3 (2002): 1–30.CrossRefGoogle Scholar
Da Silva Lopes, Teresa, and Casson, Mark. “Brand Protection and the Globalization of British Busines.” Business History Review 86 (2012): 287–310.CrossRefGoogle Scholar
Donzé, Pierre-Yves. “Multinational Enterprises and the Globalization of Medicine: Siemens and the Business of X-Ray Equipment in Non-Western Markets, 1900–1939.” Enterprise & Society 15, no. 4 (December 2014): 820–848.Google Scholar
Fernández- Moya, María. “A Family-Owned Publishing Multinational: The Salvat Company (1869–1988).” Business History 52, no. 3 (2010): 453–470.CrossRefGoogle Scholar
Fernández- Moya, María. “Creating Knowledge Networks. Spanish Multinational Publishers in Mexico.” Business History Review 86 (2013): 69–98.CrossRefGoogle Scholar
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