Trademark - Publications - Faculty & Research

September 1997
Case

Bayer AG (B)

Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. View Details

Keywords: Globalized Firms and Management; War; Acquisition; Trademarks; Brands and Branding; Communication Strategy; Biotechnology Industry; Pharmaceutical Industry; Germany

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September 1996 (Revised December 2000)
Background Note

Protection of Intellectual Property in the United States, The

By: Myra M. Hart and Howard G. Zaharoff

Presents an overview of U.S. laws/systems in place to safeguard intellectual property rights. Includes a brief history of the development of the laws. Attention is given to patents, licenses, copyrights, trade secrets, trade and service markets, and non-disclosure and... View Details

Keywords: Trademarks; Patents; Copyright; Laws and Statutes; Agreements and Arrangements; United States

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