ISBN-13: 9780367706647 / Angielski / Twarda / 2021 / 346 str.
ISBN-13: 9780367706647 / Angielski / Twarda / 2021 / 346 str.
This book takes stock of the emerging academic research on how companies use trademarks. It collects a rich set of contributions from several research perspectives and disciplines and proposes an integrated view bridging different levels of analysis: individual, firm, industry, and country level.