Paper short abstract:

This papers illustrate how Lever Brother, via the competition with other MNEs from Japan and the U.S. as well as the local enterpreneur, have created a developed marketing infrastructure for Thai market during the economic taking-off period.

Paper long abstract:

As an attempt to contribute to discussions on alternative business histories, especially in emerging markets, this study illustrates how modern marketing was introduced and practiced in Thailand, by focusing on the development of the detergent market from the 1950s to the 1990s. The key players are multinational companies from the U.S., Europe, and Japan, and their Thai partners/local personnel. Through the implementation of MNEs’ strategies and considering the response to their rivals, this study depicts how local entrepreneurs, as well as salaried managers, played a key role in contextualization, a concept related to which extant research only focuses on the MNEs’ role.

Keywords: detergent industry; marketing history; emerging markets; business contextualization; Thailand