Developing The World By Teaching Domestic Consumption: Swiss Supermarkets And The Emergence Of Development Aid Policies In The Early Postwar Period
研究了瑞士Migros超市创始人如何将消费者教育作为海外扩张策略，并在土耳其实践一种基于“理性消费”的企业发展援助模式，揭示了企业家在战后国际发展政策中的角色。
In the early post-Second World War period, Migros of Switzerland was the first European retail business to adopt the American supermarket model. Its success, however, has not only been a matter of technological and logistical innovation. Migros’ founder, Gottlieb Duttweiler, was convinced that consumer education was part and parcel of a new style of selling consumption. This conviction was at the basis of a strategy entering foreign markets and of exporting the Migros model abroad. Similar to post-World War II economic rehabilitation programs, Duttweiler pursued an indigenous modernization agenda, based on a new principle of “rational consumption”—he did not hesitate to label this as a genuine version of entrepreneurial development aid. Against the backdrop of the establishment of Migros’ activities in Turkey, this article discusses the participation of entrepreneurs in the international development policies after the Second World War. The history of Migros Türk sheds light not only on the entrepreneurial approach to modernization policy, which was often different to that adopted in government programs, but also on how this influenced critical consumerism inside and outside Switzerland over the long term.