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1. Volkswagen Since World War Two: Rebuilding the Corporate Reputation of the World’s Largest Car Manufacturer

Author:
Charlie Harris, Jamie Haworth, Scarlett Mansfield, and Christopher McKenna
Publication Date:
02-2020
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
The VW badge is a common sight around the world. Driven by millions across Europe and the Americas, Volkswagen automobiles are also familiar to consumers across Latin America, Africa and Asia. The German carmaker’s cultural resonance is hard to miss: most famously, the Volkswagen Beetle ‘Love Bug’ is romanticised in stories of the 1960s counterculture. Alongside the iconic Volkswagen Type 2 camper van, the Beetle came to symbolise freedom and adventure for many young people in the United States. Given this, it is perhaps easy to forget the company’s roots did not exactly emphasise peace and love. Volkswagen started out in late-1930s Germany as a Nazi-funded prestige project; Adolf Hitler took a personal interest in the early development of the Beetle, seeing it as the vehicle that would motorise the Third Reich and displace Ford’s Model T as the “People’s Car”. Burdened with one of the worst origin stories imaginable, Volkswagen needed to put distance between itself and Nazi Germany in the postwar period. To achieve this, it refocused its factory towards delivering the Volkswagen Beetle: a cheap, reliable product that it hoped would appeal to domestic and export markets alike. The iconic car came to be embraced by diverse communities from around the world over the following decades, transforming the German carmaker into a company with a global ubiquity by the 1980s. Its portfolio expanded to include sports cars and trucks, while its factories employed workers across the globe. Entering the new millennium full of ambition, Volkswagen strove for growth in new markets and dominance in long-standing car cultures; in the process, the crisis-prone company attracted a new set of risks to its corporate reputation.
Topic:
History, Business, Manufacturing, Automotive Industry, and Reputation
Political Geography:
Germany and Global Focus

2. Penicillin and the Antibiotic Revolution

Author:
Daniel Rowe and Christopher McKenna
Publication Date:
08-2020
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
In October 1945, Alexander Fleming, Howard Florey, and Ernest Chain each received an almost identical telegram from Stockholm, Sweden. The Nobel Prize Committee, these messages read, was pleased to inform the three British-based scientists that they had been awarded the Nobel Prize for Medicine, for the ‘discovery of penicillin and its curative action in various diseases.’ This was not surprising news. In fact, a year earlier, two major newspapers had informed their readers that Fleming would receive the prestigious award in 1944. Although the reporters’ stories were a year ahead of their time, they were right that the global scientific community had generally agreed that the world’s first antibiotic was a landmark in medical history worthy of Nobel Prize recognition. It was simply a question of when, not if, the prize would be awarded.
Topic:
Economics, Health, History, and Medicine
Political Geography:
Sweden and Global Focus

3. Gossip, Corporate Reputation, and the 1905 Life Insurance Scandal in New York

Author:
Oenone Kubie, Rebecca Orr, Mara Keire, and Christopher McKenna
Publication Date:
12-2019
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
On the evening of 31 January 1905, six hundred of the richest and most powerful members of New York society descended on Sherry’s Hotel dressed in extravagant costumes designed to resemble the court of the French King, Louis XV. The wealth on display was astounding. Pearls, emeralds, turquoise, and diamonds abounded. Mrs Potter Palmer, the queen of Chicago society, appeared dressed in a diamond tiara, diamond choker, and diamond breastplates. Mrs Clarence Mackay, wife of the chairman of the Postal Telegraph Company and a suffragist, wore a gold and turquoise crown and the train of her dress was so long, that despite the help of her two pages, she was forced to sit out the dancing.
Topic:
International Trade and Finance, History, Capitalism, and Multinational Corporations
Political Geography:
United States, New York, France, and Global Focus

4. Nestlé’s Corporate Reputation and the Long History of Infant Formula

Author:
Lola Wilhelm, Oenone Kubie, and Christopher McKenna
Publication Date:
11-2019
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
The demand for infant formula in Australia is insatiable. Bare shelves have led supermarkets and chemists to ration sales, limiting the quantity customers can buy in a single transaction. But it’s not Australian parents fuelling the formula shortages. A high proportion, between fifty and ninety percent, of all Australian infant formula is exported to China. The situation has created tensions between the two countries. Australian shoppers complain of Chinese daigou (personal shoppers) buying formula before it is even stacked on shelves and stripping supermarkets in teams of people. In April 2019, eight people were arrested in Australia for stealing over a million dollars of infant formula in Sydney to sell in China. Two months later, Chinese military personnel were photographed loading boxes of formula onto a Chinese warship before departing Sydney Harbour.
Topic:
Economics, Globalization, International Trade and Finance, History, Capitalism, and Multinational Corporations
Political Geography:
China, Australia, and Global Focus

5. The Hudson's Bay Company: Royal Charters, Rivalries and Luxury Hats in the North American Fur Trade

Author:
Jason Saldanha, James Haworth, and Christopher McKenna
Publication Date:
03-2019
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
French fur traders Médard Chouart des Groseilliers and Pierre-Esprit Radisson sensed an opportunity in the mid-1650s. During their travels within a North American trade network stretching from Montreal to the Great Lakes, the pair had heard rumours from indigenous Cree communities of a “frozen sea”: a region rich in beaver furs further to the north. The resourceful traders, aware of the European demand for luxury felt hats made from these furs, set out to explore. The two traders were not disappointed upon their arrival at the vast inland sea of Hudson Bay, discovering an abundance of high-quality furs. They quickly identified numerous rivers running from the basin that offered valuable access to the continent’s interior: if a shipping route could be forged from these locations, across the Atlantic and finally to European markets, the Hudson Bay region could re-centre the entire North American fur trade. After failing to obtain French support to establish a trading post in the area – and getting arrested upon their return to Montreal for trading without a licence – Des Groseilliers and Radisson found themselves courting English favour for their venture.
Topic:
International Trade and Finance, History, Capitalism, Commodities, and Trade Liberalization
Political Geography:
United States, New York, Canada, Quebec City, and Global Focus

6. Union Cold Storage and the Birth of Multinational Tax Planning, 1897-1922

Author:
James Hollis and Christopher McKenna
Publication Date:
01-2019
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
Today’s corporate managers know that while tax planning may improve the bottom line, it also carries a downside in terms of reputational risk.2 The past decade has seen the rise of a phenomenon dubbed “tax shaming,” with legislators, activists and the popular press condemning multinationals for participating in “aggressive” or “unethical” tax avoidance.3 This campaign has occasionally been associated with dramatic changes in corporate policy. In 2012, for example, the global coffee chain Starbucks announced that it was voluntarily increasing its tax payments in the United Kingdom.4 And the following year, one of Britain’s leading banks, Barclays, closed down its profitable tax structuring division, citing the hostile political climate.5 Advocates of corporate social responsibility (CSR) promote the idea of a moral dimension to tax compliance, although it remains to be seen whether firms that consciously adopt an ethical approach to tax obligations will outperform their rivals.6 Some sceptics dismiss the CSR agenda as a public relations exercise; others regard it as a potential threat to legal certainty or economic competitiveness.7 A few practitioners even claim that “tax shaming” is a dangerous step towards “taxation by mob rule.”8
Topic:
History, Capitalism, Multinational Corporations, and Corporate Tax
Political Geography:
Global Focus

7. The “A1” Reputation of the Lloyd’s Register of Shipping

Author:
Charlie Harris and Christopher McKenna
Publication Date:
11-2019
Content Type:
Case Study
Institution:
Oxford Centre for Global History
Abstract:
For over two hundred years, Lloyd’s Register has surveyed and classified ships. Founded in 1760 in a coffeehouse on London’s busy Lombard Street, the company then known as the Society for the Registry of Shipping, surveyed and classified the seaworthiness of ships. For the first time, underwriters and merchants could gain an idea of the condition of the vessels they insured and chartered while ship builders and shipowners could demonstrate seaworthiness. Lloyd’s classified the best as “A1.” This term would become the Register’s greatest contribution to the popular lexicon and, ever since, the phrase “A1 at Lloyd’s” connotes the highest quality. As the Second Industrial Revolution took hold in the nineteenth century, new concerns about standardization arose and, with them, battles to decide what organisations had the authority to dictate standards. Victory was generally determined by some combination of reputation, expertise, luck, timing, state sanction, and the quality of the standard proposed. Lloyd’s Register was able to set the standard for how ships should be built. While the Register technically only classified how ships should be insured, this financial motive (tied to safety and reliability) was a fitting starting point from which to define how maritime safety could be codified and guaranteed.
Topic:
History, Capitalism, Trade, Insurance, and Shipping
Political Geography:
United Kingdom, Europe, and Global Focus