Cheese trademarks: Italian dairy firms’ practices during the 20th century
分析了20世纪意大利三大乳制品企业（Galbani、Invernizzi、Locatelli）的商标注册活动，发现商标既用于防御竞争对手，也作为创新载体开拓新市场，同时缓冲负面冲击并支持经济增长。
Trademarks have recently become a very useful source 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.