Brands, Geographical Origin, and the Global Economy: A History from the Nineteenth Century to the Present PDF
Preview Brands, Geographical Origin, and the Global Economy: A History from the Nineteenth Century to the Present
david m. higgins Brands, Geographical Origin, and the Global Economy A History from the Nineteenth Century to the Present Brands,GeographicalOrigin,andtheGlobalEconomy Indicationsofgeographicaloriginforfoodstuffsandmanufactureshave become an important source of brand value since the beginnings of globalisation during the late nineteenth century. In this work, David M.Higginsexplorestheearlynineteenth-centurybusinesscampaignsto securenationalandinternationalprotectionofgeographicalbrands.He shows how these efforts culminated in the introduction of legal protocolswhichprotectsuchbrands,includingChampagne,Sheffield, Swiss-made watches, and ‘Made in the USA’. Higgins explores the major themes surrounding these indications, tying in the history of global marketing and the relevant laws on intellectual property. He alsoquestionstheeffectivenessofEUpolicytopromote‘regional’and ‘local’foodsandwhysuchinitiativesbroughttheEuropeanUnioninto conflict with North America, especially the United States. He extends the study with a reflection on contemporary issues affecting globalisation, intellectual property, less developed countries, and supplychains. DavidM.HigginsisProfessorofAccountingandFinanceatNewcastle UniversityBusinessSchool. CambridgeStudiesintheEmergenceofGlobalEnterprise Theworldeconomyhasexperiencedaseriesofglobalisationsinthepasttwocenturies, and each has been accompanied by and shaped by business enterprises, by their nationalpoliticalcontexts,andbynewsetsofinternationalinstitutions.Cambridge StudiesintheEmergenceofGlobalEnterprisefocusesonthosebusinessfirmsthathave given the global economy many of its most salient characteristics, particularly regarding how they have fostered new technology, new corporate cultures, new networks of communication, and new strategies and structures designed to meet global competition. All the while, they have accommodated to changes in national andinternationalregulations,environmentalstandards,andculturalnorms.Thisisa historythatneedstobeunderstoodbecauseweallhaveastakeintheperformanceand problemsofglobalenterprise. Editors LouisGalambos,TheJohnsHopkinsUniversity GeoffreyJones,HarvardBusinessSchool OtherBooksintheSeries: Teresa da Silva Lopes, Global Brands: The Evolution of Multinationals in AlcoholicBeverages ChristofDejungandNielsP.Petersson,TheFoundationsofWorldwideEconomic Integration:Power,Institutions,andGlobalMarkets,1850–1930 William J. Hausman, Global Electrification: Multinational Enterprise and InternationalFinanceintheHistoryofLightandPower,1878–2007 ChristopherKobrak,BankingonGlobalMarkets:DeutscheBankandtheUnited States,1870tothePresent Christopher Kobrak, National Cultures and International Competition: The ExperienceofScheringAC,1851–1950 Christopher D. McKenna, The World’s Newest Profession: Management ConsultingintheTwentiethCentury Johann Peter Murmann, Knowledge and Competitive Advantage: The CoevolutionofFirms,Technology,andNationalInstitutions NeilRollings,BritishBusinessintheFormativeYearsofEuropeanIntegration, 1945–1973 AndrewL.Russell,OpenStandardsandtheDigitalAge:History,Ideology,and Networks Jonathan Silberstein-Loeb, The International Distribution of News: The AssociatedPress,PressAssociation,andReuters,1848–1947 Brands, Geographical Origin, and the Global Economy A History from the Nineteenth Century to the Present DAVID M. HIGGINS NewcastleUniversity UniversityPrintingHouse,Cambridgecb28bs,UnitedKingdom OneLibertyPlaza,20thFloor,NewYork,ny10006,USA 477WilliamstownRoad,PortMelbourne,vic3207,Australia 314–321,3rdFloor,Plot3,SplendorForum,JasolaDistrictCentre, NewDelhi–110025,India 79AnsonRoad,#06–04/06,Singapore079906 CambridgeUniversityPressispartoftheUniversityofCambridge. ItfurtherstheUniversity’smissionbydisseminatingknowledgeinthepursuitof education,learning,andresearchatthehighestinternationallevelsofexcellence. www.cambridge.org Informationonthistitle:www.cambridge.org/9781107032675 doi:10.1017/9781139507059 ©DavidM.Higgins2018 Thispublicationisincopyright.Subjecttostatutoryexception andtotheprovisionsofrelevantcollectivelicensingagreements, noreproductionofanypartmaytakeplacewithoutthewritten permissionofCambridgeUniversityPress. Firstpublished2018 PrintedintheUnitedStatesofAmericabySheridanBooks,Inc. AcataloguerecordforthispublicationisavailablefromtheBritishLibrary. LibraryofCongressCataloging-in-PublicationData names:Higgins,DavidM.,author. title:Brands,geographicorigin,andtheglobaleconomy:ahistoryfromthe nineteenthcenturytothepresent/DavidM.Higgins,UniversityofYork. description:Cambridge[UK];NewYork:CambridgeUniversityPress,2018.| series:Cambridgestudiesintheemergenceofglobalenterprise identifiers:lccn2017045877|isbn9781107032675(hardback) subjects:lcsh:Marksoforigin–Lawandlegislation–History.|Trademarks– Lawandlegislation–History.|Names,Geographical–Lawand legislation–History.|BISAC:BUSINESS&ECONOMICS/EconomicHistory. classification:lcck1562.H542018|ddc346.04/88–dc23 LCrecordavailableathttps://lccn.loc.gov/2017045877 isbn978-1-107-03267-5Hardback CambridgeUniversityPresshasnoresponsibilityforthepersistenceoraccuracyof URLsforexternalorthird-partyinternetwebsitesreferredtointhispublication anddoesnotguaranteethatanycontentonsuchwebsitesis,orwillremain, accurateorappropriate. ToMyParents,SamuelandIsabelHiggins Contents ListofFigures pageviii ListofTables ix Acknowledgements x 1 GeographicalOriginintheGlobalEconomy 1 2 FirmsandIndicationsofGeographicalOriginintheFirst GlobalEconomy 29 3 CountryofOriginandAgriculturalTradeduringthe NineteenthCentury 57 4 Cooperation,CountryofOrigin,andAgriculturalTrade duringtheInterwarPeriod 85 5 ‘UnfairCompetition’andtheBritishMerchandiseMarks Act,1926 124 6 FromParistoLondon:TheInternationalLegalFramework fortheProtectionofIGOs,ca.1880–1945 157 7 TheEvolvingInternationalFrameworkfortheProtection ofIGOsafter1945 185 8 EUPolicyonGeographicalIndications:Ambitious,but Misguided? 218 9 ‘Madein’andCountryofOrigininthePost-1945 Period 249 10 ReflectionsontheHistoryofIGOs 285 Bibliography 296 Index 326 vii Figures 2.1 L’IcôneChâteauPapeClément page40 4.1 TheNationalMark 96 5.1 ‘BuyBritish,andProtectYourJob’ 131 7.1 BudweiserBudvar 208 8.1 ProtectedDesignationofOrigin(PDO) 223 8.2 ProtectedGeographicalIndication(PGI) 223 9.1 Rolexand‘Swiss-made’watches 258 9.2 ‘ProudlyMadeintheUSA’ 265 9.3 ‘MadeinEU’ 281 viii
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