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Books > Reference & Interdisciplinary > Interdisciplinary studies > Area / regional studies
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Gendered Capitalism - Sewing Machines and Multinational Business in Spain and Mexico, 1850-1940 (Hardcover)
Loot Price: R4,564
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Gendered Capitalism - Sewing Machines and Multinational Business in Spain and Mexico, 1850-1940 (Hardcover)
Series: Routledge International Studies in Business History
Expected to ship within 12 - 17 working days
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Gendered Capitalism: Sewing Machines and Multinational Business in
Spain and Mexico, 1850-1940 is a history of the gendered
corporation, a study that examines how ideas and ideals about
domesticity and the cultures of sewing and embroidery, being
gender-specific, shaped the US-headquartered Singer Sewing Machine
Company's operations around the world. In contrast to
production-driven and culture-neutral analyses of the multinational
enterprise, this book focuses on both the supply and the demand
side to argue that consumers and the cultural worlds of
those-mainly women-using the sewing machine for personal purposes
or for the market shaped corporate organization. This book is a
global history of Singer, but it also focuses on the cases of Spain
and Mexico to highlight nations where the sewing machine
multinational never established manufacturing operations. Casa
Singer was a mostly profitable and a long-term selling and
marketing operation in both countries. Gendered Capitalism
demonstrates that local Spanish and Mexican agents, both men and
women, developed and expanded Singer's selling system to the extent
that the multinational company was seen as domestic, both in the
location sense, and because of its focus on the private sphere of
the home. By bringing the cases of Spain and Mexico, and the
cultural, everyday realm of practices related to sewing and
embroidery that the sewing machine was part of, to the center of
the study of international business, Gendered Capitalism further
reveals the layers of complexities and multitudes that conform the
history of global capitalism. This book will be of interest to
readers and scholars in the fields of business history, economic
cultural history, management studies, international business,
women's history, gender studies, and the history of technology.
General
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