The Influence of The History of the Standard Oil Company on Rockefeller's Oil industry
In 1859, Edwin Drake drilled the first U.S. oil well in Oil Creek, Pennsylvania. After five months of drilling and obtaining the nickname“crazy Drake'', Edwin discovered an oil well 65 feet deep. Oil refining was necessary to use the oil (King). At first, refiners boiled the oil, however, this process was extremely dangerous (King). Oil refineries were mostly located in Cleveland and Pittsburgh due to easy railroad access (King). The oil industry was very unstable at this time, there were lots of booms and busts due to the disorderly running of the oil refineries (King). Four years after the first oil well was drilled, in 1863, John D. Rockefeller founded
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Ida Tarbell’s 1904 exposé, The History of the Standard Oil Company, led to outrage from the public and thus prompted Standard Oil to respond to the controversies. Charles Morris, a foremost practitioner of antitrust law and a Harvard graduate, critiques Tarbell’s book, stating that the locational advantage comes with disadvantages like high land prices and unreliable access to supplies. Morris also implies that Tarbell’s argument regarding rebate legality was incorrect since contracts in restraint of trade were not illegal. He also states that Tarbell’s claims that Standard Oil’s rebates were “unethical” is meaningless. 2006 (Morris). While the ethical scaling of Standard Oil’s business practices is hard to determine, other factors of Morris’ arguments are inaccurate. For example, in the Supreme Court case, Standard Oil Co. of New Jersey v. United States, the rebates were pronounced illegal. The Supreme Court document declared that “rebates, preferences, and other discriminatory practices in favor of the combination by railroad companies; restraint and monopolization by control of pipelines, and unfair practices against competing pipelines”221(Supreme Court 1911). Stephen Leccees, a historian with a Ph.D. in history from Fordham University, argues that due to the public already being wary of big business and after The History of the Standard Oil Company was published, the public viewed Standard Oil as unethical and detached. “The History of the Standard Oil Company in McClure's Magazine from 1902 to 1903 created a public firestorm, prompting John D. Rockefeller and his associates to turn to the infant field of public relations. Despite their efforts, historians largely ignore, marginalize, or criticize Standard Oil and Rockefeller's response” 2017 (Leccese 245). The criticism of the public led Standard Oil to change its public relations to begin a proactive PR campaign compared