Standard Oil used vertical integration to create an empire

Watch how American monopolies used vertical and horizontal integration strategies to command markets

Vertical integration occurs when a company controls the entire manufacturing or development process, whereas horizontal integration involves expanding a company's market share. Both strategies have been used by US monopolies to establish dominance in markets.

The winding journey from Standard Oil to the modern oil industry

Standard Oil’s impact on the business world can be clearly seen today in oil giants like Exxon and Chevron. But the journey from the Rockefellers’ trust to the modern firms was a windy road. After the Supreme Court ordered Standard Oil’s break up, the first step saw it separate into many state-based companies like Standard Oil of California and the Ohio Oil Company. Visualize it here.

Modern antitrust law was created to combat the Standard Oil Trust

John D. Rockefeller's Standard Oil Trust enabled him to evade laws against a single corporation buying stock in another. His centralized board of directors held stock in many different oil companies under his control, allowing Rockefeller to eventually monopolize the oil refining industry. Efforts to regulate and prevent the Standard Oil Trust's monopoly became known as "antitrust" laws.

Standard Oil's predatory business practices included temporarily operating at a loss to drive competitors out of business

Rockefeller's oil monopoly had a dark side, including cutting oil prices so low that Standard Oil was sometimes temporarily operating at a loss in order to drive competitors out of business.

How the Rockefellers' wealth evolved over time

The Rockefellers built one of the most powerful business empires in US history. By the early 1900s, their company, Standard Oil, controlled over 90% of the US oil market.

How Standard Oil created Chevron and ExxonMobil

Standard Oil was eventually ordered to separate into 34 different entities, and over the following years, those 34 companies merged into what is now called the “Big Four” in the oil industry.

How John D. Rockefeller became the world's first billionaire

From a young age, John D. Rockefeller knew he was interested in business. He worked as a bookkeeper and sold candy prior to starting the business empire that would help cement the Rockefeller name in history: Standard Oil.

The history of the Rockefellers in 60 seconds

John D. Rockefeller—the world's first billionaire—once controlled 90% of the US oil refining market, built Standard Oil through vertical integration, and used his fortune to fund universities, museums, and landmarks like Rockefeller Center.

Read about the history of the Sherman Antitrust Act, the first law to ban monopolistic behavior

In its later years, Standard Oil formed a business trust that reflected the company's exponential growth. Politicians wanted to prevent such trusts and used the Sherman Antitrust Act to force Standard Oil to break up.

How famed investigative journalist Ida Tarbell took on Standard Oil

After watching her father lose his oil refining business to Standard Oil, Ida Tarbell began to focus on unfair business practices in the US, writing a series on the oil giant's transgressions.

The ins and outs of oil refining

The oil industry is broken up into the upstream, midstream, and downstream segments, and oil refining is part of the latter. “Downstream” refers to companies like Standard Oil that are converting crude oil into a finished product.

A timeline of the Rockefeller family

The Rockefeller family timeline (as it relates to the business world, at least) starts in 1839 with John D. Rockefeller’s birth. In the nearly 200 years since, his offspring have gotten involved in everything from the Watergate scandal to the McCormick & Company spice business.

The Seven Sisters were a dominant midcentury Western oil consortium

Amid the fallout of World War II, Western multinational corporations expanded their control of the production of oil across the oil-rich Middle East, earning the pejorative nickname of the Seven Sisters. In the 1970s, the group’s role diminished as nationalist movements pursued sovereign control of the oil.

Explore a list of well-known monopolies

Many American monopolies popped up during the rapid industrial growth of the Gilded Age. Industries like steel, tobacco, railroads, and telecommunication have all been monopolized at some point in history.

John D. Rockefeller’s father had a nefarious past

William A. Rockefeller Sr. earned his money via various schemes that included pretending to be a doctor to sell “herbal medicines” and posing as a deaf person to peddle for money.

Oil's legacy: fueling industrial growth and shaping imperial strategies

This episode of The Rest Is History podcast traces oil's pivotal role—from fueling industrial growth to steering imperial power. It also examines how access to oil shaped US politics, World War II, and sparked the creation of OPEC following the Suez Crisis.

Robber barons, the monopolistic business people of the 19th century, explained

“Robber baron” was a term used to describe 19th-century businesspeople who engaged in monopolistic business practices and didn’t face much business regulation, resulting in significant wealth.

Hollywood's 'golden age' was controlled by vertically integrated studios

Hollywood in the early to mid-20th century was largely controlled by the "Big Five" studios: Paramount, Warner Bros., Fox, MGM, and RKO. The studios were vertically integrated, overseeing every aspect of film production, distribution, and exhibition. During this era, actors like Cary Grant and Judy Garland were under contract with specific studios—typically for seven years. Garland signed with MGM at age 13, which counted on them to draw audiences.

John D. Rockefeller—the world's first billionaire—was born to a well-known con artist father.

Today’s Rockefellers have become climate activists

The Rockefeller Family Fund has been engaged in more than 40 lawsuits against ExxonMobil, a company that John D. Rockefeller’s Standard Oil created.

Utility companies are often considered 'natural' monopolies, which occur in industries where the upfront costs of entering the market are high, making competition unrealistic.

An overview of monopolies, when one company controls an entire market

In the business world, a monopoly exists when one company controls the entire market. Regulators take issue with monopolies because they have been found to limit consumer choices, raise prices, and hurt competition.

When a radio company was the biggest tech stock around

The Radio Corporation of America was the biggest stock during the 1920s. Originally called Marconi Wireless, the company transformed radio technology. The company pioneered broadcasting, created NBC, and became a tech giant. After remarkable growth and challenges, RCA was acquired by General Electric in 1986, marking the end of its 67-year independent existence.

The history of the North American power grid, which is composed of five major grids

Thomas Edison's Pearl Street Station was the first US commercial power plant, burning coal to power lamps for some Manhattan residents. Over time, local power plants would be bought out by larger ones, forming interconnected systems spanning multiple states. Today, the Eastern Interconnection and Western Interconnection are the largest of these systems.

The hidden engineering of gas stations

Contemporary gas stations are the result of a century of engineering progress. In the early 1900s, only a few thousand cars drove around, and they used kerosene. As vehicles and cheaper gasoline became more popular, fire hazards grew, forcing the invention of fuel pumps, underground storage tanks, and the automatic shutoff valve—all engineering marvels.

Explore a timeline of US dependence on crude oil from 1850 to 2023

Oil dependence began with the rise of oil as a commodity, followed by an era of geopolitical competition for the resource after World War II. The domestic fracking boom, which started around 2006, was driven by a desire to reduce the nation's dependence on international adversaries for energy.

See a timeline of the consolidation of the television and film industry, beginning with Vaudeville theatre traditions from the 1880s.

Large oil companies knew about the impact of carbon emissions since the ’70s

PBS Frontline’s The Power of Big Oil reveals how industry giants like Exxon and Shell were researching climate change in the 1970s but then funded denial campaigns—using internal science to sow public doubt for decades.

OPEC often intervenes to influence the price of oil

This guide explains how investing in oil works with in-depth explanations of each of the forces that control oil’s price. Oil is unique as a commodity in part because of OPEC’s role in regulating its price.

A trading company became Britain's most powerful imperial force

The East India Company began as a private merchant venture and grew into Britain’s dominant power in India—amassing wealth, fielding armies, and governing tens of millions until the Crown took direct control in 1858.

Trace the rise of oil: from early drilling to today’s global power

This animated map video vividly illustrates how petroleum shaped global politics and industry—from 18th-century uses and 19th-century drilling booms in North America to today’s OPEC strategies, shale revolution, and geopolitical oil influence.

The Rockefellers' family office expanded to become a multifamily office

The Rockefellers created the first known single-family office in the late 1800s but the firm has evolved since to serve many wealthy American families.

Fracking originated in the American Civil War

After witnessing how artillery created fissures in narrow water channels, a Civil War veteran wondered if the process could be replicated in underground wells to extract oil. He patented an "exploding torpedo" for this purpose, which became the foundation for future fracking techniques.

The recorded history of crude oil use dates back about 5,000 years, with the Babylonians using it to waterproof their boats and as mortar in the construction of structures.

A 1948 Supreme Court ruling realigned the film industry

1948's landmark United States v. Paramount Pictures found that the "Big Five" studios violated antitrust laws, effectively ending the reign of the vertically integrated system and the golden age of Hollywood.

Vince McMahon turned wrestling into a consolidated, national enterprise

In 1982, Vince McMahon purchased the World Wrestling Federation, which would later be renamed World Wrestling Entertainment, and quickly wiped out the WWE’s smaller regional promotions. By the late 1990s, he minted superstars like Chyna, Dwayne “The Rock” Johnson, and “Stone Cold” Steve Austin.

Oil shocks, war, and the 1970s crisis that remade American energy and economics

The oil crises of the 1970s—fueled by Middle East conflict and OPEC's dominance—triggered inflation, price controls, and policy failure. But they also accelerated fracking, alternative energy, and the rise of free-market economics.

The first lithium-ion battery was invented at ExxonMobil

Initially a side project that became a priority due to the 1973 oil crisis, the battery's flammability risks and manufacturing challenges, along with the waning crisis, led the company to shut down its battery program. Other researchers would gradually improve upon published prototype designs in the next decade.

Understanding why the US can't use its own crude oil and depends on global markets

Before advancements in fracking technology made lighter shale oil readily available, US refineries had been built and optimized for decades to process heavier oil from other countries with high profitability. Despite being able to refine lighter oil, US oil companies can operate with better margins by exporting it to other nations whose refineries are optimized for it and importing heavier oil, for which the US has the infrastructure.

In 1965, Warren Buffett took over Berkshire Hathaway, a failing textile company

After buying bulks of its stock, Buffett then flipped Berkshire Hathaway into the most successful and largest holding company in the world, which owns companies like Geico, Duracell, and Fruit of the Loom.

See a timeline that shows how volatile oil prices have been for decades, from OPEC-led embargoes in the 1970s and shale surges in the 2000s to the US flipping to become a net oil exporter in 2020.

'If you want to succeed, you should strike out on new paths, rather than travel the worn paths of accepted success.'

- Billionaire John D. Rockefeller (1839-1937)

The 1967 war was the first use of oil as a geopolitical weapon

Following the June 1967 Arab–Israeli war, Saudi Arabia, Kuwait, Iraq, Libya, and Algeria embargoed oil shipments to the US, UK, and West Germany. While the move did not have a large impact, it reshaped global oil flows, and foreshadowed OAPEC's later actions.

Read how Vanguard's founder used the S&P 500 to revolutionize retail investing

John Bogle, the founder of The Vanguard Group, created a fund that tracked the S&P 500 in 1976. That fund created an unprecedented opportunity for individual retail investors, brought down fees across the board, and popularized the belief that passive, low-cost index fund investments would outperform actively managed portfolios long-term.

Founded in 1959 by Jay Van Andel and Richard DeVos, Amway, a home goods company, is the largest multilevel marketing company in the world by revenue, generating more than $7B annually.

The story of the first commercial US oil well and why crude oil is measured in barrels

The 1859 oil discovery in Titusville, Pennsylvania, sparked a boom in oil exploration and production to meet the demand for kerosene lamp fuel. Because the 42-gallon barrel was a readily available container already in use for shipping fish, butter, wine, and other goods, it was adopted by the Petroleum Producers Association in 1872 and by both the US Geological Survey and the US Bureau of Mines in 1882.

Even iconic companies can get dropped from the Dow

The Dow’s lineup evolves as the economy changes. General Electric, part of the original 1896 index, was removed in 2018, after 122 years. ExxonMobil, once the world’s largest company, was replaced by Salesforce in 2020.

Henry Ford pioneered the first moving assembly line, building on earlier iterations of the manufacturing method

Although cars existed before the Model T, manufacturing them required a group of highly specialized mechanics. The Model T was so affordable in large part because of the moving assembly line, which cut down the total manufacturing time of the car and replaced specialized workers with general laborers who performed repetitive tasks.

Gibbons v. Ogden expanded federal power over interstate commerce

In 1824, the Supreme Court unanimously invalidated a New York steamboat monopoly, ruling that navigation between states constitutes interstate commerce. Chief Justice John Marshall held that Congress has authority over such commerce and that conflicting state laws are void under the supremacy clause.

Modern examples of oligopolies include the airline industry

An oligopoly is a market structure dominated by a few key suppliers. In the US, as of 2021, just four airlines (Delta, United, Southwest, and American) controlled nearly two-thirds of all domestic flights, making the US airline industry one example of an oligopoly.