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Engineered to SellEuropean Émigrés and the Making of Consumer Capitalism$
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Jan L. Logemann

Print publication date: 2019

Print ISBN-13: 9780226660011

Published to Chicago Scholarship Online: September 2020

DOI: 10.7208/chicago/9780226660295.001.0001

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PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 04 August 2021

The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing

The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing

Chapter:
(p.243) Nine The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing
Source:
Engineered to Sell
Author(s):

Jan L. Logemann

Publisher:
University of Chicago Press
DOI:10.7208/chicago/9780226660295.003.0013

“Americanization” in marketing did not simply entail out-right imports, but rather a careful and selective adaptation of specific elements. Such transnational corporate learning processes negotiating differences between American and European consumption and marketing cultures, opened new career opportunities for the émigré consumer engineers. This chapter traces their “return” to Europe after the war as well as their impact on the transformation of Western European consumer marketing between the late 1940s and the early 1960s. The focus will be on West Germany, which had a special role in this transatlantic exchange. The returning émigrés did not simply act as cheerleaders of American consumer modernity, however. Through their cultural translations they were able to engage skeptical colleagues and consumers in Europe and, in some instances, to “Europeanize” modern marketing practice.

Keywords:   History of European Marketing and Design, Americanization, Cultural brokers, Westernization, Emigre knowledge transfers, cultural translation

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