Examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. This book provides an historical account of the contribution of brands in consumer goods to economic growth. It also examines the development of trademark...

According to John Dunning’s eclectic paradigm, firms need to have ownership, location, and internalization advantages in order to cross borders and engage in foreign direct investment. By drawing on historical evidence on the evolution of a group of leading marketing‐based multinationals in...