
Contents
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Competition between Cigar Manufacturers in a Contracting Market Competition between Cigar Manufacturers in a Contracting Market
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From the Invisible to the very Visible Hand of Oligopoly From the Invisible to the very Visible Hand of Oligopoly
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A Manufacturing base in the United States A Manufacturing base in the United States
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From Dark to Virginia Tobacco Cigarettes in a Predatory Milieu From Dark to Virginia Tobacco Cigarettes in a Predatory Milieu
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The Collapse of the Porto Rican Leaf Tobacco Company The Collapse of the Porto Rican Leaf Tobacco Company
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“Sailing Close to the Wind” “Sailing Close to the Wind”
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Conclusion Conclusion
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Nine The Hermanos Cheos: Religious Resistance to the Breakdown of Order and Market Forces, 1898–1938
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Five “Sailing Close to the Wind”: The Porto Rican–American Tobacco Company, 1912–1939
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Published:October 2022
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Abstract
In 1911 the court-mandated dissolution of the trust left the PRATCO as an independent enterprise and the PRLTC as a jointly owned one. At its peak, the PRATCO and its subsidiaries gave employment to twelve thousand men and women. During the twenties, however, the firm faced a reduced demand for its cigars, a debilitating cigarette war with the ATC capped by the degeneration of its wrapper leaf growing that together led to a loss of profitability. The PRATCO tackled these obstacles by a pyrrhic court victory over the ATC and by selling its participation in the PRLTC. The PRATCO sought revenue by gaining control of other cigar manufacturers. For some time, the dividends from the new subsidiaries covered its own losses. In 1937, the firm closed its major factory in the Puerta de Tierra barrio of San Juan to go bankrupt two years later.
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