Unbundling the brand : differentiation and the law in the Brazilian South American tea industry
Year of publication: |
2024
|
---|---|
Authors: | Lopes, Teresa da Silva ; Dourado, Bruna ; Souza, Elizabeth Santos de |
Published in: |
Business history. - London : Taylor & Francis, ISSN 1743-7938, ZDB-ID 2050203-5. - Vol. 66.2024, 4, p. 859-883
|
Subject: | Brazil | internationalisation | Argentina | ‘born international’ industry | differentiation strategies | Modern brand | protection of intellectual property | protectionism | Proto brand | South American tea industry | Trademark |
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