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    發布時間:2018/11/10 19:58:55

    Reputations (Products, Brands, Origins) and Markets -

    Historical Perspectives


    14th-16th May 2019




    意大利帕爾瑪大學Stefano Magagnoli教授

    法國波爾多大學Philippe Meyzie教授

    The question of reputation in the economic field has attracted the attention of sociologists and economists since the 2000s. In the age of the internet and social networks, the reputation of products, brands and companies plays a major role in the current economic context.

    Recognition, and the qualities (or faults) attributed to a product, are critical on the market. It has an economic value which is important in market analysis and studying consumer choice.

    Numerous studies have been undertaken, notably on E-reputation, which is an essential aspect of commercial strategies in many sectors. The vintage wine and luxury good markets are the setting for well-known case studies in reputation and its economic consequences. Reputation can be defined, sociologically, as a “shared social representation, provisional and localised, associated with a name and stemming from social evaluation which can be more or lessformalised and powerful”. Understanding why a product is clearly identifiable, distinguishable from others and recognisable for particular qualities, is thus an essential question, linked to the functioning of the economy and market dynamics in time and place.

    However, historians undertaking research into renown and reputation have tended to focus on writers and artists bringing to light particularly social and cultural implications. Art historians have focussed on the reputations of artists. Economic historians have showed that the reputation of merchants and enterprises was an essential part of capital. In the Early Modern era, the reputation of a merchant functioned like a vote of confidence which facilitated trade particularly over long distances. Historians however have been less interested in reputation of product, and historical analyses remain few and far between. There are however a small number of studies showing that certain products were identified and their qualities recognised on a European scale during the Middle Ages and the Early Modern period. Manufactured products from Birmingham, linen from Elbeuf or Sedan, silk from Bologna and Lyons, and clocks from Parisian and Neuchatel were all renowned products in 18th century Europe. Italian products such as foodstuffs and fashion benefitted from the reputation of being Made in Italy which contributed to their spread across the globe over several centuries.

    The development of brands and marketing, beginning in the 19th century, increased the importance of reputation. Insight into reputation as well as the history of quality can be gained from the history of wine8. Many different types of reputation make up the economics of quality, lying between the luxury market and the mass-market, and contribute to market structuring. These include geographical origin9; production know-how; renown of a commercial brand and fame of the place associated with the product. These reputations are the result of social and historical processes whose origins require academic investigation.

    At this conference, we would like to bring together academics from medievalists to modern historians in order to draw up a historical perspective on reputation in terms of products, brands and geographical origins, and improve understanding of their development, functioning and influence in the commercial and trading world. Through varied case studies, general reflections and combining analytical methods, the aim is to isolate the tools, mechanics and framework of these reputations and the manner in which they impact upon the economy. These reputations had an important role in the pre-industrial economies, where the transfer of information, the setting-up of norms and official symbols of quality were few and far between. Beginning in the 19th century, the growth of brands, publicity and globalisation of commerce began in earnest. What are the foundations of these reputations, linked to products, brands and origins? How are they perceived by consumers? How can they be evaluated? Does reputation encourage trade by creating links of trust between market actors who are often separated over great distances?

    In order to answer these questions, proposals may include (but are, by no means, limited to):

    - The construction of reputation: time, rhythm, conditions.

    - The measuring of reputation and the “power of the measurement”.

    - How reputation moves: travel, migration, media, etc.

    - The place of reputation: towns, markets, shops, economic capitals, royal courts.

    - The foundation of reputation: mastery of know-how, commercial strategies, influence of fashion and influencers etc.

    - The indicators of reputation: lists, price, fame, brands, etc.

    - The effect of reputation on commercial exchanges: increases in price, development and segmentation of markets, increasing demand, advertising, etc.

    - Valuing and protecting reputation: counterfeit, competition, labelling, transmitting reputation through quality labels e.g. A.O.C. etc.

    - Reputation as a resource: individual (of a business) or collective (of an area).

    - Decline and slippage of reputation: from one product to another, or one area to another (from Bologna silk to Lyon silk), imitation strategies, methods of countering a negative reputation.

    The presentations will be 25 minutes.

    The papers will be collected in a scientific publication.

    Presentation for the Conference Organised by Stefano Magagnoli (Università degli Studi di Parma) and Philippe Meyzie (Université Bordeaux Montaigne)



    周老師 電話:13732217263


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