This paper argues that models developed in 20th century management literature can offer a valuable perspective on the organization of the ancient Roman wine trade. Similar to modem business, Roman entrepreneurs tried ...This paper argues that models developed in 20th century management literature can offer a valuable perspective on the organization of the ancient Roman wine trade. Similar to modem business, Roman entrepreneurs tried to enhance efficiency by implementing a wide range of techniques according to goals and available resources. The famous Ansoff matrix is used to analyse these techniques in function of the markets supplied by Roman merchants and the product diversification they applied. This approach explains how Roman entrepreneurs tried to cope with the limitations of a volatile pre-industrial business world： only the combination of a large family of semi-dependent agents and elite capital allowed successful large-scale engagement in the wine trade.展开更多
文摘This paper argues that models developed in 20th century management literature can offer a valuable perspective on the organization of the ancient Roman wine trade. Similar to modem business, Roman entrepreneurs tried to enhance efficiency by implementing a wide range of techniques according to goals and available resources. The famous Ansoff matrix is used to analyse these techniques in function of the markets supplied by Roman merchants and the product diversification they applied. This approach explains how Roman entrepreneurs tried to cope with the limitations of a volatile pre-industrial business world： only the combination of a large family of semi-dependent agents and elite capital allowed successful large-scale engagement in the wine trade.
