Visszacsatolt piacok? A Herendi Porcelángyár kereskedelmi kapcsolatai és fogyasztási szokások Észak-Erdélyben 1940–1944 között
Re-Annexed Markets: The Commercial Ties of the Herend Porcelain Factory in Northern Transylvania between 1940 and 1944

Summary/Abstract: In October 1940, the director if the Herend Porcelain Factory Ltd. travelled to the northern Transylvanian territories, which had been re-annexed to Hungary only a couple of weeks earlier. The purpose of his trip was to gather information about sales opportunities in person. As the time-honoured company had sev­eral distributors in the region between 1920 and 1940, their renowned products were far from unfamiliar in the Romanian market at the time. In 1940, by the decrees of the Second Vienna Resolution this territory became domestic mar­ket again. The study discusses the company’s strategies to restructure or restore business connections. Business correspondence and commission records found in the company archives helps tracing in which towns Herend products were popular, and what patterns were the most coveted by the customers. Depend­ing on the local situation, the sales of porcelain items did not fail to achieve the expected results, sometimes did even better until the last trimester of 1943. Even though these businesses did not significantly improve the financial indicators of the Herend Porcelain Factory on the whole, Northern Transylvania came to be a small, but predictable domestic market for the company during these years of the so-called ‘small Hungarian world’.

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