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Reckendrees, Alfred

Beiersdorf

The Company behind the Brands NIVEA, tesa, Hansaplast & Co

Today, you can find Beiersdorf Brands in every household. They include NIVEA,Hansaplast, 8x4, Eucerin, and La Prairie; also tesa, the adhesives specialist, belongs to Beiersdorf. Until the 1990s, the Company produced medicines and dressings as well.

It all started in 1882 with a new plaster developed by pharmacist Paul Beiersdorf. Later, Oscar Troplowitz turned the small factory into a Brand Company with international operations. However, the US business, which generated most of the firm’s profit, was confiscated during the First World War. After the war, Beiersdorf had to build up its international business again from scratch. In 1933, the executive board and shareholders protected the “Jewish”Company against anti-Semitic attacks by means of “self-Aryanization.” Beiersdorf survived the Nazi regime; it could even take advantage of the economic opportunities it offered. After the Second World War, the Company lost its international business for the second time. It was not until 1997 that Beiersdorf regained control of all the trademarks worldwide.

Based on comprehensive archive material,Alfred Reckendrees reconstructs the Company’s largely unknown history and key strategic decisions.

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Bibliografie

978-3-406-72810-5

Erschienen am 10. Dezember 2018

400 S., with figures and tables

Hardcover (In Leinen)

Sonstiges 29,95 € Kaufen
e-Book 24,99 € Kaufen
Inhalt
Introduction

Chapter 1 1880 to 1890
Paul Beiersdorf.
The “laboratory of dermato-therapeutic preparations”and the beginnings of the company 

Chapter 2 1890 to 1918
Leukoplast, Pebeco & Nivea.
Branded products for the whole world

Chapter 3 1918 to 1933
Reorganization and a fresh start.
Trademark conflicts, new products, and new emergencies

Chapter 4 1933 to 1945
Boycott, commercial success, and war economy

Chapter 5 1945 to 1969
Products for everyone.
Reconstruction, economic miracle, and a fresh start abroad 

Chapter 6 1969 to 1989

Strategic divisionalization.
cosmed, pharma, medical, and tesa

Chapter 7 1989 to 2003
Focusing on skin – worldwide

Afterword for academic readers 

Appendix
Notes, Tables, Supervisory, and Executive Board 1922 to 2004, List of Sources,Bibliography, Register

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Bibliografie

978-3-406-72810-5

Erschienen am 10. Dezember 2018

400 S., with figures and tables

Hardcover (In Leinen)

Hardcover (In Leinen) 29,95 € Kaufen
e-Book 24,99 € Kaufen

Reckendrees, Alfred

Beiersdorf

The Company behind the Brands NIVEA, tesa, Hansaplast & Co

Today, you can find Beiersdorf Brands in every household. They include NIVEA,Hansaplast, 8x4, Eucerin, and La Prairie; also tesa, the adhesives specialist, belongs to Beiersdorf. Until the 1990s, the Company produced medicines and dressings as well.

It all started in 1882 with a new plaster developed by pharmacist Paul Beiersdorf. Later, Oscar Troplowitz turned the small factory into a Brand Company with international operations. However, the US business, which generated most of the firm’s profit, was confiscated during the First World War. After the war, Beiersdorf had to build up its international business again from scratch. In 1933, the executive board and shareholders protected the “Jewish”Company against anti-Semitic attacks by means of “self-Aryanization.” Beiersdorf survived the Nazi regime; it could even take advantage of the economic opportunities it offered. After the Second World War, the Company lost its international business for the second time. It was not until 1997 that Beiersdorf regained control of all the trademarks worldwide.

Based on comprehensive archive material,Alfred Reckendrees reconstructs the Company’s largely unknown history and key strategic decisions.
Webcode: https://www.chbeck.de/24768567

Inhalt

Introduction

Chapter 1 1880 to 1890
Paul Beiersdorf.
The “laboratory of dermato-therapeutic preparations”and the beginnings of the company 

Chapter 2 1890 to 1918
Leukoplast, Pebeco & Nivea.
Branded products for the whole world

Chapter 3 1918 to 1933
Reorganization and a fresh start.
Trademark conflicts, new products, and new emergencies

Chapter 4 1933 to 1945
Boycott, commercial success, and war economy

Chapter 5 1945 to 1969
Products for everyone.
Reconstruction, economic miracle, and a fresh start abroad 

Chapter 6 1969 to 1989

Strategic divisionalization.
cosmed, pharma, medical, and tesa

Chapter 7 1989 to 2003
Focusing on skin – worldwide

Afterword for academic readers 

Appendix
Notes, Tables, Supervisory, and Executive Board 1922 to 2004, List of Sources,Bibliography, Register