Industrializing Chocolate in Barcelona: Market Transformation, Competitive Advantages, and Gender Dynamics at Chocolates Amatller, 1850-1925

Abstract

[eng] This thesis aims to analyse and underscore the importance of chocolate manufacturing in the broader context of industrialization from 1850 to 1925. In doing so, it also seeks to enhance research in the field of economic and business history by tracing the development pathway of industrialization for a food company in Barcelona, exploring the dynamics such as technological change, labour relations, operations management, and marketing practices.

The first chapter assesses why the Spanish chocolate industry lagged in the nineteenth century despite Spain’s advantageous position as a primary gateway for cocoa into Europe. Despite its potential, the industry was hindered by outdated practices and a lack of innovation, largely due to the controlling influence of powerful guilds. The chapter discusses how governmental protectionist policies, such as high tariffs on colonial products, further inhibited growth. Additionally, a shift in dietary preferences transformed chocolate consumption into an exclusive luxury, further restraining the industry's expansion.

The first chapter assesses why the Spanish chocolate industry lagged in the nineteenth century despite Spain’s advantageous position as a primary gateway for cocoa into Europe. Despite the potential, Spanish chocolate manufacturers were stymied by outdated practices and a lack of innovation, largely due to the controlling influence of powerful guilds. The chapter discusses how governmental protectionist policies, such as high tariffs on colonial products, further inhibited growth. Additionally, a shift in dietary preferences saw chocolate consumption become an exclusive luxury, further restraining the industry's expansion.

The second chapter focuses on the management practices of Chocolates Amatller. This section provides a detailed case study on the third generation of the Amatller family, examining their strategic efforts to carve a niche within the national market from 1874 to 1910. Employing Michael Porter's Value Chain model, the study how the family business created and sustained competitive advantages, assessing its strategic operations analyses s analysis delves into the business’s strategic operations, from procurement and production to marketing and customer service.

The third chapter addresses the societal and economic implications of gender roles in the workforce at the turn of the century, focusing on a labour strike at the Amatller factory in 1890. It discusses the evolving labour market dynamics, particularly the integration of women into factory work and the resultant conflicts. The narrative describes how male workers perceived female employees, who were often confined to manual tasks and lower wages, which inadvertently led to disputes over job displacement and wages.

Collectively, this thesis forms a narrative that addresses the central research objectives of exploring the significance of chocolate manufacturing and the role played by Chocolates Amatller during the period of Spanish industrialization from 1850 to 1925. By conducting a comprehensive case study, this thesis aims to contribute not only to the fields of economic and business history but also to complementary disciplines such as social history, food studies, and strategic management. It illustrates the transformative processes affecting SMEs in Barcelona’s food industry and showcases their evolving role within the historical industrial context.