This article reviews the company's responses to these adverse circumstances, challenging the prevailing literature that interprets so-called “cloaking” activities as one element of businesses' cooperation with the Nazis. company faced a uniquely challenging combination of home and host country political risk.
Following the advent of the Nazi regime in 1933, the largely Jewish owned and managed.
During World War I, the expropriation of its brands and trademarks revealed its vulnerability to political risk. It focuses especially on Beiersdorf, a pharmaceutical and skin care company in Germany. This article is concerned with business strategies of political risk management during the twentieth century. Please cite and reference the published book version. The uploaded text is the version I submitted for final editing. It was not until 1997 that Beiersdorf regained control of all the trademarks worldwide.īased on comprehensive archive material, I reconstruct the company’s largely unknown history and key strategic decisions. After the Second World War, the company lost its international business for the second time.
In 1933, the executive board and shareholders protected the “Jewish” company against anti-Semitic attacks by means of “self-Aryanization.” Beiersdorf survived the Nazi regime it could even take advantage of the economic opportunities it offered. After the war, Beiersdorf had to build up its international business again from scratch. However, the US business, which generated most of the firm’s profit, was confiscated during the First World War. Later, Oscar Troplowitz turned the small factory into a brand company with international operations. It all started in 1882 with a new plaster developed by pharmacist Paul Beiersdorf. Until the 1990s, the company produced medicines and dressings as well. They include NIVEA, Hansaplast, 8x4, Eucerin, and La Prairie also tesa, the adhesives specialist, belongs to Beiersdorf. Today, you can find Beiersdorf brands in every household.
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