caa a22 4500 388100494 CHVBK 20180307125318.0 cr unu---uuuuu 161130s1999 xx s 000 0 eng 10.2307/3116181 doi S0007680500073906 pii (NATIONALLICENCE)cambridge-10.2307/3116181 Koehn Nancy F. NANCY F. KOEHN is an associate professor of business administration at Harvard Business School. Henry Heinz and Brand Creation in the Late Nineteenth Century: Making Markets for Processed Food [Elektronische Daten] [Nancy F. Koehn] This article assesses the brand-building strategies of Henry Heinz. Heinz began selling bottled horseradish to Pittsburgh residents in 1869. When he died in 1919, his company, H.J. Heinz, was one of the largest food processors in the world. Alfred D. Chandler, Jr., and other scholars have pointed to Heinz's ability to make use of supply-side innovations such as improved transportation and continuous canning technology. But Heinz also paid attention to economic and social changes that were altering the demand side of the economy. Between 1860 and 1920, rising incomes, population growth, and urbanization helped shape the wants and needs of consumers. Heinz understood that shifting household priorities represented an important strategic opportunity. Acting on input from consumers and his own intuitions about the demand side, he created quality products and a meaningful brand. The entrepreneur also invested in a range of organizational capabilities that would support his products and corporate identity. Heinz's success in manufacturing, branding, and distributing condiments and other foods, many of which had previously been prepared at home, helped create a mass market for additional foodstuffs and eventually other consumer products. Copyright © The President and Fellows of Harvard College 1999 Business History Review Cambridge University Press 73/3(1999), 349-393 0007-6805 73:3<349 1999 73 BHR https://doi.org/10.2307/3116181 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.2307/3116181 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Koehn Nancy F. NANCY F. KOEHN is an associate professor of business administration at Harvard Business School NATIONALLICENCE 773 0- Business History Review Cambridge University Press 73/3(1999), 349-393 0007-6805 73:3<349 1999 73 BHR CC0 http://creativecommons.org/publicdomain/zero/1.0 nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-cambridge