Germaine de Capuccini: entrepreneurship and socioeconomic environment in the development of the cosmetics industry in Spain

Authors

  • Mónica Espinosa Universidad de Alicante
  • José Antonio Miranda Encarnación Universidad de Alicante

DOI:

https://doi.org/10.1344/rhi.v22i51.20962

Keywords:

Business History, entrepreneurship, cosmetics industry, Spain

Abstract

This article analyses entrepreneurial initiative and its success through a case study. The study examines the trajectory of the company Germaine de Capuccini within the context of an expanding cosmetics industry in Spain over the last fifty years. It shows the strong influence of the economic, social and institutional environment on what seems to be a paradigmatic case of a Schumpeterian entrepreneurial initiative. Firstly, it examines the evolution of the sector until the creation of the company at the end of the 1960s. Then it explains the inception of Germaine de Capuccini and its initial growth strategy. Thirdly, it analyses the company’s expansion process and that of the Spanish cosmetics industry from the 1980s. Finally, conclusions are drawn with respect to the influence of the environment on the entrepreneurship.

Published

2018-01-09

Issue

Section

Articles