New Books in Business, Management, and Marketing New Books Network

In their bestselling book Merchants of Doubt, Naomi Oreskes and Erik M. Conway revealed the origins of climate change denial. Now, in The Big Myth: How American Business Taught Us to Loathe Government and Love the Free Market (Bloomsbury. 2023), they unfold the truth about another disastrous dogma: the “magic of the marketplace.”
In the early 20th century, business elites, trade associations, wealthy powerbrokers, and media allies set out to build a new American orthodoxy: down with “big government” and up with unfettered markets. With startling archival evidence, Oreskes and Conway document campaigns to rewrite textbooks, combat unions, and defend child labor. They detail the ploys that turned hardline economists Friedrich von Hayek and Milton Friedman into household names; recount the libertarian roots of the Little House on the Prairie books; and tune into the General Electric-sponsored TV show that beamed free-market doctrine to millions and launched Ronald Reagan's political career.
By the 1970s, this propaganda was succeeding. Free market ideology would define the next half-century across Republican and Democratic administrations, giving us a housing crisis, the opioid scourge, climate destruction, and a baleful response to the Covid-19 pandemic. Only by understanding this history can we imagine a future where markets will serve, not stifle, democracy.
Naomi Oreskes is Professor of the History of Science at Harvard University. Her opinion pieces have appeared in the New York Times, the Washington Post, the Los Angeles Times, and many other outlets. Oreskes is author or co-author of 9 books, and over 150 articles, essays and opinion pieces, including Merchants of Doubt (Bloomsbury, 2010), The Collapse of Western Civilization (Columbia University Press, 2014), Discerning Experts (University Chicago Press, 2019), Why Trust Science? (Princeton University Press, 2019), and Science on a Mission: American Oceanography from the Cold War to Climate Change, (University of Chicago Press, 2021). Merchants of Doubt, co-authored with Erik Conway, was the subject of a documentary film of the same name produced by participant Media and distributed by SONY Pictures Classics, and has been translated into nine languages. A new edition of Merchants of Doubt, with an introduction by Al Gore, was published in 2020.
Morteza Hajizadeh is a Ph.D. graduate in English from the University of Auckland in New Zealand. His research interests are Cultural Studies; Critical Theory; Environmental History; Medieval (Intellectual) History; Gothic Studies; 18th and 19th Century British Literature. YouTube channel. Twitter.
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On this episode of "Practical History," I talk with Charles Halvorson, a history PhD, author, and business strategist. With experience that spans work at the boutique cultural consultancy Gemic and the global strategy firm Accenture (where he is currently helping accelerate the energy transition with utilities and other energy ecosystem partners), Charles has much to say about the value of an advanced history degree in the business world. Charles shares his reasons for doing a PhD in history and then for pivoting into the world of management consulting, and his trials and errors along the way. We talk about history as a set of skills but also as a process that involves thinking about change over time, and a useful starting point for thinking about brands and customers. Charles discusses a couple of projects where thinking historically shaped his team's approaches to business problems and his experiences of working on teams with anthropologists and other social scientists. We also talk about how choosing a dissertation topic may shape non-academic career prospects and why history departments (rather than universities) should take the lead in forging robust relationships with their alumni.
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Rachel S. Gross's Shopping All the Ways to the Woods (Yale University Press, 2024) tells the fascinating history of the profitable paradox of the American outdoor experience: visiting nature first requires shopping
No escape to nature is complete without a trip to an outdoor recreational store or a browse through online offerings. This is the irony of the American outdoor experience: visiting wild spaces supposedly untouched by capitalism first requires shopping. With consumers spending billions of dollars on clothing and equipment each year as they seek out nature, the American outdoor sector grew over the past 150 years from a small collection of outfitters to an industry contributing more than 2 percent of the nation’s economic output.
Gross argues that this success was predicated not just on creating functional equipment but also on selling an authentic, anticommercial outdoor identity. In other words, shopping for the woods was also about being—or becoming—the right kind of person. Demonstrating that outdoor culture is commercial culture, Gross examines Americans’ journey toward outdoor expertise by tracing the development of the nascent outdoor goods industry, the influence of World War II on its growth, and the boom years of outdoor businesses.
Rachel S. Gross is a historian of the outdoor gear and apparel industry and an outdoor enthusiast. She is assistant professor at the University of Colorado Denver, a history tour guide, and a curator of museum exhibits. She lives in Denver, CO. Twitter. Website. 
Brian Hamilton is chair of the Department of History and Social Science at Deerfield Academy. Twitter. Website.
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Through a variety of archival documents, artefacts, illustrations, and references to primary and secondary literature, On the Job: A History of American Work Uniforms (Bloomsbury, 2024) by Dr. Heather Akou explores the changing styles, business practices, and lived experiences of the people who make, sell, and wear service-industry uniforms in the United States.
It highlights how the uniform business is distinct from the fashion business, including how manufacturing developed outside of the typical fashion hubs such as New York City; and gives attention to the ways that various types of employers (small business, corporate, government and others) differ in their ambitions and regulations surrounding uniforms.
On the Job sheds new light on an understudied yet important field of dress and clothing within everyday life, and is an essential addition to any fashion historian's library, appealing to all those interested in material culture, the service industry, heritage and history.
This interview was conducted by Dr. Miranda Melcher whose forthcoming book focuses on post-conflict military integration, understanding treaty negotiation and implementation in civil war contexts, with qualitative analysis of the Angolan and Mozambican civil wars.
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On Episode 7 of "Practical History" I chat with Nick Cohen of the philanthropic organization Schmidt Futures. Nick's graduate training in history has helped him run the company's programs designed to identify and support the world's top talent in science and tech, and to harness their superpowers for the public good. Nick shares how he has translated the insights from his MA thesis to design and evaluate the international programs he manages, why he sees science and culture as inseparable, and what he found most exciting—and surprising—about working on a team that helped the journalist Fareed Zakaria research his forthcoming book, The Age of Revolutions. We also talk about why history departments should go beyond acknowledging non-academic career pathways for their students and celebrate those pathways instead.
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Can brands really support positive social change? In Big Brands are Watching You: Marketing Social Justice and Digital Culture (U California Press, 2024), Francesca Sobande, a Senior Lecturer in Digital Media Studies at Cardiff University explores this question by considering the morality of contemporary brands in contemporary, digitial, culture. The book offers a rich set of case studies, ranging from the ways corporations co-opt social justice campaigns and how nations brand themselves, through to influencers, music festivals, and high end television. A significant contribution to both the theory and practice of branding and marketing, the book will be of interest across social sciences, business, and humanities, as well as anyone interested in the role of branding in modern life.
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