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Enterprise and Society Advance Access originally published online on May 25, 2008
Enterprise and Society 2008 9(4):724-761; doi:10.1093/es/khn045
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© The Author 2008. Published by Oxford University Press on behalf of the Business History Conference. All rights reserved. For permissions, please e-mail: journals.permissions@oupjournals.org.

Nestlé in the Ottoman Empire: Global Marketing with Local Flavor 1870–1927

Yavuz Koese

YAVUZ KOESE is a postdoctoral research assistant at the Institute for the Study of the History and Culture of the Middle East, Ludwig Maximilian University, Munich

Contact information: Institut fuer Geschichte und Kultur des Nahen Orients, Veterinaerstr. 1 80539 Muenchen, Germany. E-mail: yavuzluk{at}yahoo.de.

This paper examines the marketing activities of Nestlé in the Ottoman Empire between 1870 and 1927. Nestlé began with the same strategy it had developed in Western markets for the Ottoman market. But the Ottoman political, social, and cultural context differed considerably from Europe. The article explores how Nestlé responded to this complex marketing environment with increasing local differentiation. It goes on to demonstrate that as well as its variegated approaches to the ethnically, religiously, and culturally heterogeneous urban consumer, Nestlé's success derived from its ability to connect with different strata of society. I argue that the Ottoman Empire, and especially its capital Istanbul, were strategically essential to Nestlé's development of its adaptive global marketing strategy.

The author thanks Andrew Godley and the anonymous reviewers for their invaluable suggestions. Furthermore, the author would like to thank Ibrahim Muhawi and Philip Scranton for their suggestions and support.


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