| Book Review | The American Historical Review, 107.1

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| Book Review | The American Historical Review, 107.1 | The History Cooperative

Book Review

Comparative/World

Howard Cox. The Global Cigarette: Origins and Evolution of British American Tobacco 1880–1945 New York: Oxford University Press. 2000. Pp. xxii, 401. $58.00.

The cigarette was an American invention that became a worldwide commodity in the early twentieth century. Howard Cox charts how British American Tobacco Company (BAT Co.) emerged as one of the first major international corporations whose subsidiaries penetrated remote corners of the world, taking advantage of patents on the Bonsack machine, mass production, blending of different varieties of leaf, new methods of drying and curing, and aggressive marketing. 1

A significant background to the eventual monopoly of BAT Co. was the rapid expansion of American Tobacco Company (ATC) in the 1890s, which had captured the export market and was the first to manage the entire chain of production and wholesale distribution, employing local agents as far as Shanghai, India, and Kyoto. It outsold rivals in the United States through bold promotions, bulk distribution, tying of jobbers to depots, and the promotion of salaried representatives over middlemen. Wills, Britain's largest manufacturer, was not as ready for such corporate growth. . . .

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