Flourishing in a dictatorship: Agfa's marketing and the Nazi regime anglais (Q104721874)
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| anglais | Flourishing in a dictatorship: Agfa's marketing and the Nazi regime |
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Flourishing in a dictatorship: Agfa's marketing and the Nazi regime (anglais)
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The purpose of this paper is to understand how Agfa, a division of IG Farben and Germany's leading producer of photographic equipment, adapted its marketing strategy to the new political environment created by the Nazi regime. This was a time when many consumer goods manufacturers suffered from the state‐driven reallocation of resources favoring the armament industry. Agfa, however, expanded its production well into the war.Design/methodology/approachThis case study is based on archival records of Agfa's sales department. (anglais)
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