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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
Published by: The President and Fellows of Harvard College
Stable URL: http://www.jstor.org/stable/3113269
Page Count: 14
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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.
The Business History Review © 1973 The President and Fellows of Harvard College