 This shift accommodated the American business strategy of popularizing the "Britannica" for a mass market, while still retaining its quality as a reference work.The high literary and scholarly level of the 11th edition is largely due to the zeal of its owner, Horace Everett Hooper, who held scholarship in high regard and spared no expense to make the 11th edition as excellent as possible.After a heated legal dispute and all-too-public corporate wrangling over ownership of the "Britannica" (1908–1909), Hooper bought out Walter Jackson, becoming the sole owner of the "Britannica".