Abstract
The story of the Danish margarine matador, Otto Mensied has not previously been researched in depth. This paper gives a short outline of the career of this international businessman. The main emphasis is on his involvement in the British market. The eclectic theory of foreign direct investment has recently been expanded to cover international networks or alliances. Using this framework we offer some explanation of the fact that Mensted's British operations for some time were a threat to the Dutch early movers, Gebr. Jurgens and Van den Bergh. Their first cooperation agreement of 1908 may be interpreted as a response to the threat of a superior alliance between Mensiea Ltd., its suppliers and its distribution channel.
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