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The Arrogant and Aloof Oil Company

In: Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Author

Listed:
  • Mark L. Robinson

    (LLC)

Abstract

John D. Rockefeller, Sr. was notoriously aloof and arrogant in his business dealings with competing oil refiners, railroads, and local government officials. During his many court testimonies, his behavior was aloof and arrogant. After the breakup of the Standard Oil Company, executives from the new companies—Exxon, Mobil, Chevron, and others—were themselves equally as arrogant and aloof as Rockefeller. Throughout the 1960s and 1970s, these new oil executives took it upon themselves to use the same strategies, as did Rockefeller. By relying on arrogant and aloof behavior, all of these executives helped to create and perpetuate a poor corporate brand image and reputation.

Suggested Citation

  • Mark L. Robinson, 2014. "The Arrogant and Aloof Oil Company," Palgrave Macmillan Books, in: Marketing Big Oil: Brand Lessons from the World’s Largest Companies, chapter 5, pages 31-39, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38807-0_6
    DOI: 10.1057/9781137388070_6
    as

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