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Historical inclusion and exclusion: New Zealand archives as primary resources for historical research

Ann-Marie Kennedy (Department of Management, Marketing and Entrepreneurship, College of Business and Law, University of Canterbury, Christchurch, New Zealand)
Jayne Krisjanous (School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand)
Sarah Welland (Department of Library and Information Studies, Open Polytechnic of New Zealand, Lower Hutt, New Zealand)

Journal of Historical Research in Marketing

ISSN: 1755-750X

Article publication date: 29 March 2022

Issue publication date: 6 May 2022




In response to the special issue call for papers on international sources for advertising and marketing history, this paper aims to provide information, this paper provides information on two prominent New Zealand archives: Archives New Zealand and the Alexander Turnbull Library (ATL).


Archives New Zealand and the ATL were chosen as they are the two largest archives in New Zealand, and both have different but complementary roles – one for the preservation of government records and the other for the preservation of private collections. The history of each is provided as well as a discussion of relevant materials for marketing historians. This is followed by a discussion of the limitations of the archives with regards to their colonial contexts and potential for ignoring the “other” over the years.


Archives New Zealand houses official government documents and thus occupational registrations, licences, trademarks, patents and copyright records are held, along with unique product design registration files and the complete history of health promotion in New Zealand. The ATL houses personal and thus biographically useful photographs, society records and minutes, personal letters and diaries, photos and glass plate negatives, portraits and paintings, architectural works and music.


For researchers pursuing historical research in marketing, the archival documents offered by government archives and donated private collections from throughout the world provide invaluable resources. This paper also provides a discussion of the colonial focus on record-keeping and potential bias stemming from colonial structures of government and lack of representation of marginalised groups.



Kennedy, A.-M., Krisjanous, J. and Welland, S. (2022), "Historical inclusion and exclusion: New Zealand archives as primary resources for historical research", Journal of Historical Research in Marketing, Vol. 14 No. 2, pp. 179-195.



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