Entrepreneurial Success through Marketing in Nineteenth Century Australia: The Case of John Pottie & Sons

The establishment and growth of an early Australian entrepreneurial firm supplying veterinary services and products is examined. John Pottie established a veterinary practice in Sydney in the 1860’s and then proceeded to develop a large and successful family business that is still trading. By exploring the ingredients for its successful entry and growth, this study seeks to show through one longitudinal case, how entrepreneurship, innovation and marketing were inseparable in contributing to the competitive advantage developed by this business. Two inter‐related and timeless features stand out in Pottie’s success. First, is the manner in which he acted as an entrepreneur, responding to the circumstances of the time and seizing the opportunities presented by changes on both the supply and demand sides in the market for veterinary services and products. Second, is the stress he placed on his own name as a brand, guaranteeing the quality of the integrated package of veterinary products.