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One of the world's largest tire makers and an international corporation with interests in countries around the world, Michelin is also a uniquely French company, one that throughout its history has closely identified itself with the country's people and culture. In the process, it has helped shape the self-image of twentieth-century France. In Marketing Michelin , Stephen Harp provides a provocative history of the company and its innovative advertising campaigns between 1898, when Bibendumthe company's iconic "Michelin Man"was first introduced, to 1940, when France fell to the Nazis and the company's top executive, Edouard Michelin, died. Both events indelibly changed the company and the national context in which it operated. Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of belle-epoque France, including representations of gender, race, and class. He also considers Michelin's efforts to promote automobile tourism in France and Europe through its famous Red Guide (first introduced in 1900), noting that, in the aftermath of World War I, the company sold tour guides to the battlefields of the Western Fro

Author

Harp, Stephen L.

Publisher

The Johns Hopkins University Press

Published

2001

Language

EN

ISBN

9780801866517

Subjects

Business, History, Finance