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Purpose – To analyze the Swedish Advertisers’ Association role in the institutional development ofSwedish export promotion 1955-1972.

Methodology/approach – Qualitative method, business interest organization theory, advertisingconcepts related to the historical development of marketing.

Findings – Thanks to bottoms-up engagement of members in the mid-1950s, leading to the formationof the knowledge-exchange committee for members of the association (the E-group), the associationbecame crucial in enabling Swedish companies getting access to marketing resources when competingon foreign markets, as well as becoming a key player in supporting the collective export promotionefforts of the Swedish government. The E-Group increased member participation and knowledgeexchange among members, supporting professionalization and legitimacy of advertising practices.

Limitations/implications – While based on a national case, the study illustrates how marketingassociations act in an institutional system, while being challenged by member demands to supplythem with adequate resources, highlighting the importance of analyzing both the collectiveorganizations and the political system they are part of to understand the historical development ofmarketing.

Originality/ value – The history of export promotion and export advertising is not well studied on aninstitutional level. This study furthers knowledge of this significant aspect of marketing history aswell as the history of political economy, making salient the interaction between the state andorganized business interests in a key aspect of a national economy. This should interest the fields ofmarketing history as well as, business studies, economics and political science.

Keywords – Advertising history, business history, export promotion, business association

Classification – Research paper