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Historical Origins of the Adoption of the EXXON Name and Trademark

Paul H. Giddens
The Business History Review
Vol. 47, No. 3 (Autumn, 1973), pp. 353-366
Stable URL: http://www.jstor.org/stable/3113269
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Historical Origins of the Adoption of the EXXON Name and Trademark
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Abstract

The adoption in 1972 of a new name by a major American oil company had deep historical roots reaching back to the 1911 Supreme Court decision in the Standard Oil antitrust case and to subsequent marketing conflicts between the Standard companies.

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