Trademarks have recently become a very useful sources for business historians. This longitudinal analysis of the twentieth-century trademarking activities of the most important Italian dairy firms of the era, namely Galbani, Invernizzi and Locatelli, demonstrates that trademarks were used both as a protective weapon against competitors and as an innovation carrier to open up new markets. This article also argues that trademark registrations had another dual purpose – not only were they used as buffers against negative shocks but they were also used to support periods of economic growth. A fundamental finding of this work is that trademarks, across various types of registrations, were closely connected to the features on which the companies based their sales strategies.

Suffia, I., Locatelli, A. M., Besana, C., Cheese trademarks: Italian dairy firms’ practices during the 20th century, <<BUSINESS HISTORY>>, 2018; (60:8): 1227-1254. [doi:10.1080/00076791.2017.1379506] [http://hdl.handle.net/10807/106677]

Cheese trademarks: Italian dairy firms’ practices during the 20th century

Suffia, Ilaria
;
Locatelli, Andrea Maria
Secondo
;
Besana, Claudio
2018

Abstract

Trademarks have recently become a very useful sources for business historians. This longitudinal analysis of the twentieth-century trademarking activities of the most important Italian dairy firms of the era, namely Galbani, Invernizzi and Locatelli, demonstrates that trademarks were used both as a protective weapon against competitors and as an innovation carrier to open up new markets. This article also argues that trademark registrations had another dual purpose – not only were they used as buffers against negative shocks but they were also used to support periods of economic growth. A fundamental finding of this work is that trademarks, across various types of registrations, were closely connected to the features on which the companies based their sales strategies.
Inglese
Suffia, I., Locatelli, A. M., Besana, C., Cheese trademarks: Italian dairy firms’ practices during the 20th century, <<BUSINESS HISTORY>>, 2018; (60:8): 1227-1254. [doi:10.1080/00076791.2017.1379506] [http://hdl.handle.net/10807/106677]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10807/106677
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