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Enterprise and Society Advance Access published online on April 5, 2008
Enterprise and Society, doi:10.1093/es/khn002
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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@oxfordjournals.org.

Glocal Mediators: Marketing in Egypt during the Open-Door Era (infitah)

Relli Shechter

RELLI SHECHTER is a senior lecturer in the Department of Middle East Studies, Ben-Gurion University. Contact information: the Department of Middle East Studies, Ben-Gurion University, Beer-Sheva, 84105, Israel.

E-mail: rellish{at}bgu.ac.il.

This article discusses the business strategies formulated by Egyptian marketers as they established their enterprises to meet new multinational corporations’ (MNCs’) demand for marketing—research, promotion, and advertising services. This transition occurred during a period of economic liberalization, known locally as the infitah (open-door era), and rapid economic growth, resulting from the regional oil-boom of the early 1970s. Local entrepreneurship and competition for accounts would create a new, "glocal" business environment in Egypt, which concurrently mediated MNCs adaptation to local economic conditions and "Egyptianized" imported goods.


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