The Rise of Big Business
First, some ideas
behind business and
markets
An economic belief that opposes
the government regulating
business.
In the late 1800’s businesses operated without much
government regulation. This is known as laissez-faire
economics.
Laissez-faire
means ‘allow to be’ or the
government stays out of a person’s business in
French.
New Business Culture
1. Laissez Faire --> the ideology of the
Industrial Age.
 Individuals should compete freely in
the marketplace.
 Own their own business and use their
skills to better our culture and make
profit for themselves.
 The market was not man-made or
invented and no room for government
in the market.
 Government should allow for natural
competition for the betterment of
our society.
Economic system characterized
by private property ownership
Individuals and companies compete for their
own economic gain (Profit)
Capitalists determine the prices of goods and
services.
Production and distribution are privately or
corporately owned.
Reinvestment of profits
Economic system based on
cooperation rather than
competition
Some
Americans opposed capitalism and believed a
socialistic economy would better suit the US because
some capitalists were corrupt.
Believes in government ownership of business and
capital (money, natural resources)
Government controls production, sets wages, prices
and distributes the goods. No profit or competition.
Opposite of laissez faire and capitalism
•Corporation: form of business consisting of a group of
people authorized by law to act as a single person and with
the ability to sell shares of stock to raise “capital”
•Shareholders or stockholders: investors who invest
their money into a corporation who each receive a share of
ownership in proportion to the amount they invested
•if the corporation makes a profit---than investor
gets a “dividend” or a share of the profit.
•Limited liability: Important aspect of a corporation is
limited liability. Shareholders have the right to participate
in the profits, through dividends and/or the appreciation of
stock, but are not held liable for the company's debts.
•“Risk is spread over the shareholders so if the
company goes bankrupt, the loss is not so
devastating”
Key Terms to Note about Businesses-Owning
FORMATION
Individual or person decides to
operate a business
OWNERSHIP
Individual
CONTROL AND
MANAGEMENT
NET PROFITS
LOSSES
By owner or persons delegated by
the proprietor
Profits to owner
Losses absorbed by owner
UNLIMITED LIABILITY
Key Terms to Note about Businesses-Owning
FORMATION
OWNERSHIP
CONTROL AND
MANAGEMENT
NET PROFITS
LOSSES
By agreement between associates
(partners)
Jointly by two or more individuals;
or by terms of partnership
agreement
By partners or persons they
delegate
Shared according to partnership
agreement
UNLIMITED LIABILITY
Key Terms to Note about Businesses-Owning
FORMATION
Organized by associates and
legalized through state charter
OWNERSHIP
Stockholders, according to number
of shares
CONTROL AND Through Board of Directors, elected
by the stockholders (usually one
MANAGEMENT
vote per share of stock held)
NET PROFITS
AND LOSSES
Dividends: to stockholders = profits
Lose: only the amount invested by
stockholders according to number of
shares
LIMITED LIABILITY
Industrialization & the Rise of Big Business
•Who were the Big Business Tycoons?
•Andrew Carnegie – steel
•Cornelius Vanderbilt – railroads
•John D. Rockefeller – oil
•J.P. Morgan - banking
“Rags to Riches”
•What does this mean?
In NC
RJ Reynolds in the New South
• Son of wealthy plantation owner (tobacco
farmer)
• Traveled to Winston to start business due to
railroad location
• Invented the packaged cigarette (wrapped by
hand before)
• Became wealthiest man in NC during his
lifetime
• Owned 121 buildings in Winston-Salem
• His contributions led to many creations in WS (Reynolda House, Reynolds Building, WSSU,
Wake Forrest being moved, etc, etc.)
• Put W-S on the map!!!
NC Tobacco Mills in NC
In NC: The Duke Family
George Washington Duke started the business
• Started his business in Durham, NC (American Tobacco
Co.)
• Marketed pre-rolled cigarettes
• Moved Trinity College to Durham (name changed to
Duke)
• Business later controlled by son: J.B. Duke
• J.B. helped grow the business further
• Duke starts diversifying into electric… a company later
known as Duke Energy
Carnegie: Before
Birth place - Scotland
Carnegie: After
91st St NYC Mansion
Skibo Castle - Scotland
John Rockefeller: Before
Birth Place – Richford, NY
John Rockefeller: After
“The Casements” - Ormond Beach, FL
Cornelius Vanderbilt
• Son William Henry had 4 sons
• Including Frederick William (Hyde Park Estate on the
Hudson) and George Washington (Biltmore Estate in
Asheville)
Cornelius Vanderbilt’s House
“The Breakers” - Newport, R.I.
Hyde Park Estate - Hudson River Valley
Biltmore Estate – Asheville, NC
New Business Culture:
“The American Dream?”
Protestant (Puritan) “Work Ethic”
 Horatio Alger [100+ novels]
Is the idea of the “self-made man” a MYTH??
Rags to Riches?
The exception, not the rule!
• 95% of executives & financiers in the US around 1900 came
from upper class backgrounds
• Fewer than 3% started as poor immigrants or farm children
• 2% of US Industrialists came from working-class origins
• By 1910, the top 1% control 1/3 (33%) of all personal income.
• Huge differences in the proportion of wealth eventually leads
to conflict in the Gilded Age
How are trends these days?
• The trend of the 2nd half of the 20th century was towards a
greater middle class (more opportunities for success and
shared growth) but has receded drastically since the 1980s.
• In 2014, the average CEO made 350 times more income than
the average US worker
• It was 24:1 in the 1960s!!!!!!!!!
• We will talk more about the prosperity and decline of the midto-late 1900s much later
• Today, only 4% of those born in the lower 20% income make it
to the top 20% of the income range
http://www.washingtonpost.com/blogs/wonkblog/wp/2014/09/25/the
-pay-gap-between-ceos-and-workers-is-much-worse-than-you-realize/
http://qz.com/156522/how
-many-months-it-takes-anaverage-worker-to-earnwhat-the-ceo-makes-in-anhour/
How did they “make it”?
Why were their corporations
so successful?
What strategies did they use to
make money?
Were those strategies legal?
Some tried to gain “monopolies”…
•To gain complete control of a product or
service; consumers have no
other choices
Some corporations formed pools or
“cartels”…
•Businesses making the same product work
together, agree to limit production to keep
prices high
Trusts or Monopoly
•Companies in related fields
combine under the direction
of a single board of trustees.
•Shareholders had no say.
•Outlawed today.
BIGGER IS BETTER
A trust or monopoly
controls an entire
industry
•Make product cheaper
•Lower prices to customer
•Is this true?
Other ways to increase profits include:
•“Horizontal Integration”
•Buying out rival businesses to gain more
control of an industry
•“Vertical Integration”
•Gaining control of the many different
businesses that make up all phases of a
product’s production
Vertical and Horizontal Integration
Why is this a potentially dangerous business practice?
Are there any businesses that do this today?
Vertical Integration
You control all phases of
production from the raw
material to the finished product
Coke fields
purchased
by
Carnegie
Iron ore deposits
purchased
by
Carnegie
Steel mills
purchased
by
Carnegie
Ships
purchased
by
Carnegie
Horizontal Integration
Buy out your competition until
you have control of a single area
of industry
Railroads
purchased
by
Carnegie
Rockefeller used vertical integration to
build his empire, Standard Oil
•Forests
•Barrel-Making Shops
•Tank Cars/Railroads
•Oil Wells/Pipelines
•Retail Outlets
Modern Day Example of
Vertical Integration

Ford Motor company
– What goes in an automobile?
– Why is it an advantage for a company to
own/control all production?
Vertical Integration
You control all phases of
production from the raw
material to the finished
product
Advantages Vertical Integration
You are always in control of supply of the
products you need
 In control of labor cost, land/resources
 Always in control of the cost
 Schedule your production of autos
because you are in control of all factors
 Can you give another example of this?

Other Vertical Integrations
Boeing
 Anheiser-Busch: all grown by own
producers
 McDonald’s: own cattle ranches
 Oil companies
 AOL Time Warner

Horizontal Integration

Examples
– Standard Oil
– Carnegie Steel
– Swift & Company: meat producers
– United Fruit Company: bananas
– Dole Pineapple
Horizontal Integration
Buy out your competition
until you have control of a
single area of industry
Modern Day Examples of
Horizontal Integration
Microsoft
 PG & E
 Comcast
 Starbucks
 De Beers

How did they “make it”?
Were they…
Robber Barons
or
Captains of Industry?
What is a “Robber Baron”?
• Robber
• One who steals
• Baron
• A man of great power or influence in some
field of activity
• What are some characteristics to look for?
Extortion: Forced against your will
robber
•Rebates: discount or refund on “freight charges”
•Drawbacks / Kickbacks: Standard Oil gave
certain railroads all its shipping business if it
agreed to charge Standard Oil 25% to 50% less
than its competitors
•Buyouts: Larger corporations forced smaller
businesses to sell out
•Congress was “bought out” by the monopolies
•Spies: Stealing your competitor's ideas
Small businesses
complained “monopolies”
eliminated fair competition
What is a “Captain of Industry”?
• Captain
• One who leads or supervises
• A person of importance or influence
• What are some characteristics to look
for?
Robber Baron
•Tycoons that bought out small businesses,
formed monopolies & cartels, and swindled the
poor
Captains of Industry
•Big businesses provided jobs, strengthened
the economy, improved technology, and
donated money to universities, charities, etc.
•***Andrew Carnegie’s “Gospel of Wealth”
• Philanthropy
“Robber Barons”



Business leaders built their
fortunes by stealing from the
public.
They drained the country of
its natural resources.
They persuaded public
officials to interpret laws in
their favor.

They ruthlessly drove their
competitors to ruin.

They paid their workers
meager wages and forced
them to toil under dangerous
and unhealthful conditions.
“Captains of Industry”

The business leaders served
their nation in a positive way.

They increased the supply of
goods by building factories.

They raised productivity and
expanded markets.

They created jobs that enabled
many Americans to buy new
goods and raise their standard
of living.

They also created museums,
libraries, and universities,
many of which still serve the
public today.
Which of these two terms (or both)
do you think better fits the
“wealthy” during this time period?
Why?
• "The growth of large business is merely a
survival of the fittest…the American Beauty
rose can be produced in splendor and fragrance
which brings cheer to its beholder only by
sacrificing the early buds which grow up around
it. This is not an evil tendency in business. It is
merely the working out of the law of nature
and the law of God."
-John Rockefeller
“Social Darwinism”
• What argument is Rockefeller
trying to make with his
statement?
• What are the main arguments
being made by the ‘survival of the
fittest’ Social Darwinism
philosophy?
• What are your thoughts?
Social Darwinism
►
►
►
►
►
4,000 Americans became
millionaires during the Gilded Age.
Used Darwin’s Theory of Natural
Selection to explain the economic
evolution of human society.
Wealth was the result of strong
work ethic.
The poor are lazy and inferior and
deserved no aid.
Supported laissez-faire.
Herbert Spencer
Social Darwinism
•Social Darwinists believed that
companies struggled for survival in
the economic world and the
government should not tamper with
this natural process.
•The fittest business leaders would
survive and would improve society.
•Belief that hard work and wealth
showed God’s approval and those
that were poor were lazy and
naturally a lower class.
1. All living things
have always
competed for
survival. Survival of
the fittest.
2. All living things
have evolved over
millions of years as a
result of genetic
changes.
3. Some plants and
animals developed
traits that helped
them survive.
1. Every human
activity individuals
compete for
success.
2. The unfit or
incompetent lose
and the strong or
competent win.
3. These winners
make up a natural
upper class.
4. Hard worked
paid off, and lazy
were inferior.
Social Darwinism in America
Individuals must have
absolute freedom to
struggle, succeed or
fail.
Therefore, state
intervention to reward
society and the
economy is futile!
William Graham Sumner
Folkways (1906)
• “The right of the working-men to combine and to form tradesunions is no less sacred than the right of the manufacturer to
enter into associations and conferences with his fellows…”
• “I quote from the Gospel of Wealth published twenty-five years
ago. This then is held to be the duty of the man of wealth. First:
to set an example of modest, unostentatious living, shunning
display; to provide moderately for the legitimate wants of
those dependent upon him, and after doing so, to consider all
surplus revenues which come to him simply as trust funds,
which he is strictly bound as a matter of duty, to administer in
the manner which in his judgment is best calculated to produce
the most beneficial results for the community. The man of
wealth must become a trustee and agent for his poorer
brethren, bringing to their service his superior wisdom,
experience, and ability to administer.”
-Andrew Carnegie
Andrew Carnegie’s “Gospel of Wealth”
• What are some of the duties of
the wealthy according to
Carnegie?
• What do you find interesting
about Carnegie’s statement?
The Gospel of Wealth:
Religion in the Era of Industrialization
$ Wealth no longer
looked upon as bad.
$ Viewed as a sign of
God’s approval.
$ Christian duty to
accumulate wealth.
Russell H. Conwell
“On Wealth”
$ The Anglo-Saxon race
Andrew Carnegie
is superior.
$ “Gospel of Wealth”
(1901).
$ Inequality is inevitable
and good.
$ Wealthy should act as
“trustees” for their
“poorer brethren.”
Gospel of Wealth
• Capitalists used Social Darwinism to justify their success
– Social Darwinism also coincided with the ideas of Adam
Smith, especially concerning the laws of supply & demand
and free markets
• Carnegie wrote The Gospel of Wealth (1901) which
claimed wealthy people have power but also an
obligation to society
• Baptist preacher Russell H. Conwell preached about
“Acres of Diamonds” – everyone who wanted to be rich
had the opportunity
• Horatio Alger’s “Luck and Pluck” manual pushed the
idea of rags-to-riches at the time to encourage everyone
(think Jackson)
BIG BUSINESS
PRIMARY SOURCE
ANALYSIS
“The Protectors of Our Industries”
What stands out to you abou
this cartoon?
What is going on?
What message is the
cartoonist trying to convey?
What stands out
to you?
What things does
it appear Standard
Oil is grasping?
What message is
the cartoonist
trying to convey?
“Rockefeller’s Standard Oil Company”
“Rockefeller’s Standard Oil Company”
What stands out to you?
What things does it appear Standard Oil is grasping?
What message is the cartoonist trying to convey?
“The Bosses of the Senate”
What stands out to you?
What do the different men represent?
What message is the cartoonist trying to convey?
Modern ‘Robber
Barons’??
Wrap-up questions
1. Who were the main tycoons that we discussed and what
industry was each associated with?
2. What is a monopoly? What are monopolies able to do to
prices?
3. What is the difference between a monopoly and a cartel?
4. Is this vertical or horizontal integration?:
Dick’s Sporting Goods buys out R.E.I. (Recreational Equipment
Incorporated), Great Outdoor Provisions, Hibbett Sports, Gander
Mtn., and Omega Sports in order to take control of market prices
and take out its rivals.