The Bata Company's eastern Mediterranean business operations 1918–1938: a structuration perspective

Abstract

This paper presents a comparative historical-sociological analysis of the Bata Company's business operations in the eastern Mediterranean between the two world wars. Focusing on countries such as Egypt, Palestine and Syria, the study explores how the region's unique political transitions, colonial legacies and evolving socio-economic structures shaped and constrained foreign commercial ventures. The central aim of the research is to examine the structuration processes underlying Bata's business activities–specifically, the dynamic feedback loops between entrepreneurial decision-making and the structural environment shaped by institutions, social groups and regional power dynamics. Drawing on structuration theory, the analysis reveals how Bata navigated a complex (post)colonial terrain by implementing a flexible organisational culture, including a proactive approach to local markets, innovation in production and distribution, and continuous adaptation based on feedback. However, the findings suggest that despite these strategic efforts, the company's success in achieving its economic goals remained limited due to the region's fragmented political authority, volatile institutional arrangements and socio-cultural diversity.