| Acknowledgments |
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xv | |
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xvii | |
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xxviii | |
| Introduction |
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1 | (5) |
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1 Civil Law History---Germany and Europe |
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6 | (70) |
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6 | (3) |
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1 Substantive Trademark and Unfair Competition Law |
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9 | (44) |
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I Structure: State Regulation and Formal Privileges |
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9 | (1) |
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A The Criminal Law Beginnings |
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10 | (4) |
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B From State Regulation to Individual Rights Protection |
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14 | (3) |
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C The Positivist Concept of Privilege Grants |
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17 | (4) |
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II Substance: Personality Rights and Private Property |
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21 | (1) |
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A Josef Kohler's Personality Rights Theory |
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21 | (3) |
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B The Statutory Introduction of Private Rights Protection |
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24 | (3) |
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III Consequences: The Field's Dichotomies |
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27 | (1) |
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A The Trademark/Unfair Competition Dichotomy |
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27 | (5) |
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B The Privilege/Personality Right Dichotomy |
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32 | (7) |
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IV The Twentieth Century: A Triumph of Separatism |
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39 | (1) |
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A Reichsgericht Sansibar and Pecose: A Shaky Hierarchy of Policies |
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40 | (2) |
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B Eugen Ulmer: An Almost Reconciliation |
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42 | (4) |
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C Europe: Rights Formalism and Individualization |
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46 | (4) |
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D The Final Blow: Propertization vs. Socialization |
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50 | (3) |
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2 Trademark and Unfair Competition Choice of Law |
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53 | (23) |
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I From Universality to Territoriality |
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53 | (1) |
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A The Worldwide Scope of Personality Rights |
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53 | (4) |
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B Alfred Hagens and the Territoriality of Trademarks |
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57 | (3) |
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C Under the Surface: Fairness-Standard Universality |
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60 | (4) |
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II From International Torts to International Economic Law? |
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64 | (1) |
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A From Lex Loci Delicti Commissi to Nussbaum's Rule |
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64 | (4) |
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B A Silver Lining: The Kindersaugflaschen Doctrine |
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68 | (3) |
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C Twenty-First Century: A Merger of Conflict Rules? |
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71 | (3) |
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74 | (2) |
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2 Common Law History---United States |
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76 | (114) |
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76 | (1) |
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1 Substantive Trademark and Unfair Competition Law |
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77 | (50) |
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I The Early Straightjacket: Equity, Passing Off, and Universality |
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78 | (1) |
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A Trademark Protection in the Distorting Mirror of Law and Equity |
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79 | (5) |
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B Passing Off: "The Whole Law and the Prophets on the Subject" |
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84 | (6) |
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C Kidd/Derringer. Trademark Universality "US Style" |
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90 | (4) |
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II The Right/Markets Connex: Materialization, Goodwill, and Trade Diversion |
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94 | (1) |
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A The Materialization of Trademark Rights |
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95 | (4) |
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B The Reverse Picture: Trade-Diversion Prevention |
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99 | (3) |
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C Tea Rose/Rectanus: The Doctrine of Market-Based Rights |
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102 | (8) |
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III The Realist Attack: Much Ado about ... Quite Little |
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110 | (1) |
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A The Turn-of-the-Century Crisis |
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110 | (2) |
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B Courts' Adherence to "Transcendental Nonsense" |
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112 | (5) |
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C Frank I. Schechter: The Victory of Goodwill |
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117 | (4) |
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IV Modern Theory and Practice: Economic Analysis and Repropertization |
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121 | (1) |
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A The 1946 Lanham Act: Monopoly Phobia Well Cured |
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121 | (2) |
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B The Economization of US Trademark Law |
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123 | (3) |
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C Modern Propertization and Repropertization |
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126 | (1) |
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2 Interstate Trademark and Unfair Competition Law |
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127 | (24) |
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I The "Market Universality" of Trademark Rights |
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128 | (1) |
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A A. Bourjois & Co. v. Katzel: The One-Way Street of Trademark Extension |
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128 | (1) |
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B Tea Rose/Rectanus: The Doctrine of Nonterritorial Rights |
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129 | (3) |
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C Holmes Concurring: A "Passive Figurehead" of State Sovereignty |
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132 | (2) |
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II The Federal Common Law of Trademarks and the Erie Doctrine |
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134 | (1) |
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A The Traditional Hodgepodge of State and Federal Common Law |
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135 | (3) |
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B The Erie Impact: The "Passive Figurehead" of State Sovereignty Reloaded |
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138 | (3) |
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III The 1946 Lanham Act: An Innovation of Almost Territorial Rights |
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141 | (1) |
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A The Common Law Foundation of Federal Statutory Rights |
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141 | (6) |
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B Scholarly Distortions: A Mirage of "Territorial Extraterritoriality" |
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147 | (2) |
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IV Summary: Nonformalism and the Nonterritoriality of Trademarks |
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149 | (2) |
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3 International Trademark and Unfair Competition Law |
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151 | (39) |
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I The Porosity of National Borders and International Goodwill Theory |
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152 | (1) |
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A The Well-Known Marks Doctrine: Transnational Goodwill Misappropriation |
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152 | (4) |
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B Rudolf Callmann: A Theory of International Unitary Goodwill |
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156 | (3) |
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II Trademarks' Extraterritorial Scope: Steele v. Bulova Watch Co. and Its Progeny |
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159 | (1) |
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A The Epicenter of Extraterritoriality: Steele v. Bulova Watch Co. |
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159 | (2) |
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B The Steele Progeny: A Motley Crew of Circuit Court Tests |
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161 | (3) |
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III Doctrinal Analysis: Use-Based Rights and Commercial Effects |
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164 | (1) |
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A The Common Law Roots of Lanham Act Subject-Matter Jurisdiction |
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164 | (6) |
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B An Element of Modernity: The Effects-on-Commerce Factor |
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170 | (1) |
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IV A Bird's-Eye View: Taking Stock of Lanham Act Extraterritoriality |
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171 | (1) |
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A The Antitrust Gene: A Dominance of Effects |
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172 | (5) |
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B Common Law Goodwill Protection: Tea Rose/Rectanus Goes Global |
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177 | (8) |
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V Summary: An Era of International Trademark Propertization |
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185 | (1) |
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186 | (4) |
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3 A Ragged Landscape of Theories |
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190 | (83) |
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190 | (3) |
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1 Traditional Civil Law Trademark Conflicts |
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193 | (10) |
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I The Principle of Territoriality |
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193 | (7) |
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II Analysis: The Curse of Formal Reasoning and Conduct Orientation |
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200 | (3) |
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2 Modern Civil Law Unfair Competition Conflicts |
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203 | (17) |
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I The Marketplace Principle, Determination of Effects, and the De Minimis Rule |
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203 | (1) |
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A Collision-of-Interests and Substantive-Purpose Analysis |
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203 | (6) |
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B Multistate Scenarios: Determination of Marketplace Effects and De Minimis Limitations |
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209 | (5) |
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II Analysis: The Obsolescence of Tort Foundations |
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214 | (6) |
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3 The New Paradigm---A Law of Market Regulation |
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220 | (5) |
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I Antitrust Conflicts Reloaded: The Effects Principle |
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220 | (3) |
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II Analysis: The Unboundedness of Unqualified Effects |
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223 | (2) |
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4 Modern Soft Law---WTPO Recommendation, ALI Principles, and Others |
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225 | (11) |
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I Nonbinding Suggestions of Substantive Law and Conflicts Resolution |
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226 | (1) |
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A The Joint Recommendation Concerning Provisions on the Protection of Marks, and Other Industrial Property Rights in Signs, on the Internet |
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226 | (2) |
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B ALI Principles, CLIP Principles, and the Japanese Transparency Proposal |
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228 | (4) |
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II Analysis: "Chips off the Old Block" |
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232 | (1) |
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A The Joint Recommendation |
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233 | (1) |
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B ALI Principles, CLIP Principles, and the Japanese Transparency Proposal |
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234 | (2) |
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5 The American Scholarly Debate |
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236 | (20) |
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I Common Law Tradition and Transnational Market Protection |
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237 | (1) |
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A The General Tendency of Equitable Rights Limitlessness |
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238 | (3) |
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B The Nintendo Transformation: From Act-of-State-Doctrine to Substantive Dichotomy |
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241 | (3) |
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C The Revival of Territoriality: A Quasi Continental Choice-of-Law Approach |
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244 | (2) |
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D The "Domestic Extraterritoriality" of Statutory Trademark Rights |
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246 | (1) |
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E Tea Rose/Rectanus "Transnationalized": The Common Law Cross-Border Crusade |
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247 | (2) |
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F The Shift to Effects Testing: An Idea of Transnational Market Regulation |
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249 | (2) |
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II Analysis: Common Law Tradition Meets Extraterritorial Market Regulation |
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251 | (5) |
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6 Substantivism and Transnational Uniform Law |
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256 | (12) |
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256 | (1) |
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256 | (2) |
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B Modern Concepts of Substantivism in Intellectual Property Law |
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258 | (4) |
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C Nonterritorial Concepts: "Cyberlaw" and the "Collision of Rights" |
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262 | (3) |
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II Analysis: The Fata Morgana of Universal Policy |
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265 | (3) |
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7 The Rediscovery of International Comity |
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268 | (5) |
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268 | (1) |
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II Analysis: A "Quadrature of the Circle" |
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269 | (1) |
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270 | (3) |
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4 Substantive Policy---Convergent Foundations |
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273 | (108) |
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273 | (2) |
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1 Foundations---The Market Mechanism |
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275 | (20) |
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I The Concept of "Economic Competition" |
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275 | (1) |
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275 | (1) |
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B The Rediscovery of Chaos |
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276 | (4) |
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C The Dynamics of Competition |
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280 | (1) |
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1 A Tradition of Competitor Protection |
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280 | (1) |
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2 The Advent of (Consumer) Decision Making |
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281 | (2) |
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3 The Complementary Spheres of Transactional Freedom |
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283 | (2) |
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II The "Triangular" Structure of the Market Mechanism |
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285 | (2) |
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III The Stages of Consumer Decision Making and Transacting |
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287 | (1) |
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A Information Transmission |
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288 | (2) |
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290 | (1) |
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C Implementation of the Consumer's Decision |
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291 | (2) |
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D Caveat: Limitations of Consumer Decision Making |
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293 | (1) |
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294 | (1) |
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2 Implementation---Substantive Law |
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295 | (53) |
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I Tort and Unfair Competition Law |
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295 | (1) |
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A The Mirage of Practical and Formal Differences |
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296 | (4) |
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B The Relativity of Protection Levels |
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300 | (1) |
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1 Early Starting Point: Claims "against the World at Large" |
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300 | (1) |
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2 United States: From Property to Policy and Back Again |
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301 | (4) |
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3 Germany: The Eternal Dichotomy of Rights and Competition |
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305 | (4) |
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C The Heterogeneity of Policies: Vertical and Horizontal Competition |
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309 | (1) |
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1 Two Types of Unfair Competition Cases and Regulatory Policies |
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310 | (3) |
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2 Clarification: The Horizontality of Neminem Laedere |
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313 | (1) |
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314 | (1) |
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II Antitrust and Unfair Competition Law |
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315 | (2) |
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III The Intellectual Property Dichotomy: Innovation vs. Competition |
|
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317 | (1) |
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A The Mistaken Concept of Intellectual Property Uniformity |
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318 | (1) |
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1 Historical Remnants: The "Immaterialization" of Trademarks |
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318 | (1) |
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2 Current Doctrine: Intellectual Property Homogeneity |
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319 | (2) |
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B Rectification: A Grounded Intangibility of Trademarks |
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321 | (1) |
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1 The Difference in Intellectual Property Incentive Structures |
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321 | (2) |
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2 An Apparent Exception: The Trademark Register |
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323 | (2) |
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325 | (1) |
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IV Trademark and Unfair Competition Law: Framing the Information Infrastructure |
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325 | (1) |
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A The Illusion of a Formal Divergence |
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326 | (1) |
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1 Recapitulation: Trademark Property vs. Consumer Protection |
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326 | (2) |
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2 Cracks in the Foundation: A Remerger of the Fields |
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328 | (1) |
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(a) The Statutory Framework: Unfair Commercial Practices Directive |
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328 | (1) |
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(b) The Consolidation of Interests: Depropertization and Desocialization |
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329 | (2) |
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(c) The Practical Picture: A Subtle Recapture |
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331 | (2) |
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(d) The Relicts of Antiquity: Pockets of Resistance |
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333 | (4) |
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(e) The Myth of the Public Samaritan |
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337 | (1) |
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338 | (1) |
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B The Structural Congruency of Trademark and Unfair Competition Law |
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339 | (1) |
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1 The Common Core: Information Economization |
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339 | (2) |
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2 Beyond Confusion: Alternative Theories of Trademark Protection |
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341 | (3) |
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3 Two Sides of the Coin: Law and Equity in Market Communication |
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344 | (3) |
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347 | (1) |
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3 Application---Functional Structures in Trademark and Unfair Competition Doctrine |
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348 | (33) |
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349 | (1) |
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A Navigation Goodwill: Confusion-Based Infringement Theory |
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349 | (1) |
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B Surplus Goodwill: Non-Confusion-Based and Time-Shifted Infringement Theories |
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350 | (1) |
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350 | (3) |
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2 Temporal Extensions of Goodwill Protection |
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353 | (1) |
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353 | (4) |
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(b) Initial-Interest Confusion |
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357 | (1) |
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358 | (1) |
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II Unfair Competition Prevention |
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359 | (1) |
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A Recapitulation: Stages of Decision Making and Policy Differences |
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360 | (1) |
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B An Integrated Model of Unfair Competition Law (Including Passing Off) |
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361 | (5) |
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C An Amalgam of Policies: Harassment, Privacy, and Decision Making |
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366 | (1) |
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D Beware of the Consumer's "Economic Personality Right" |
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367 | (3) |
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E Quasi IP Rights: The Gray Zone of Product Imitation |
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370 | (4) |
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F The Continental Dark Horse: Breach of Statutory Duties as Unfair Competition |
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374 | (1) |
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III A Hybrid Category: Geographical Indications |
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375 | (3) |
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378 | (3) |
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5 International Comity---A Doctrine of Self-Restraint |
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381 | (110) |
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381 | (2) |
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1 From Comitas Gentium to Transnational Law |
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383 | (49) |
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I The Status Quo: A Publicization of Private International Law |
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384 | (1) |
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A The (Non)Historical Dichotomy: Private and Public International Law |
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385 | (3) |
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388 | (3) |
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C A Blurring of Boundaries |
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391 | (4) |
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II In the Shadows: The Creeping Deformation of Comity |
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395 | (1) |
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A Transnationalization: A Resurrection of the Ius Cosmopoliticum |
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396 | (2) |
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B The Historical Leitmotif: Convenience of International Transacting |
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398 | (2) |
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1 Joseph Story: The Consensual Administration of Conflicts |
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400 | (2) |
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2 Friedrich Carl von Savigny: A Legal Community In Statu Nascendi |
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402 | (4) |
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3 Ernst Zitelmann: The Weltrecht of Uniform Policy |
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406 | (1) |
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407 | (1) |
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C The Modernity of Transnational Law: An Apotheosis of Substantive Uniformity |
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408 | (1) |
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1 Philip C. Jessup: The Hybridity and Universality of Transnational Law |
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409 | (1) |
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2 Twentieth Century: Conflicts Doctrine Internationalized |
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410 | (1) |
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(a) Maritime Internationalism: The Lauritzen Doctrine |
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411 | (2) |
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(b) Savigny Diluted: A Theory of Separate Attachment |
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413 | (2) |
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(c) Public International Law Osmosis: The Ordre Public International |
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415 | (2) |
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3 Turn of the Century: The Unearthly Detachment of Transnationalization |
|
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417 | (1) |
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(a) The Odyssey of Interest Analysis: Currie's Game-Theoretical Return to Savigny |
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418 | (3) |
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(b) Law and Economics: The Super-Value of Welfare Maximization |
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421 | (4) |
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(c) Global Legal Pluralism: Fragmentation, Functionality, and Universality |
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425 | (6) |
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431 | (1) |
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2 Transnationalization Exhausted |
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432 | (48) |
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I International Antitrust: A History of Effects, Public International Law, and Comity |
|
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433 | (1) |
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A Lotus Isolationism: A Lacuna of Nation-State Sovereignty |
|
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434 | (1) |
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B General Principles: The Droit Ideal of Public International Law |
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435 | (2) |
|
C The Practical Proxy: Interest Balancing |
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437 | (1) |
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438 | (2) |
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2 The Practice: Timberlane and Mannington Mills |
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440 | (2) |
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442 | (3) |
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D The Effects Principle: From Unboundedness to Self-Restraint |
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445 | (1) |
|
1 Europe: A Theory of Public International Law Limitations |
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446 | (2) |
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2 Alcoa to Hartford Fire: From Unlimited to Substantial Effects |
|
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448 | (5) |
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3 Empagran: The About-Face toward Comity |
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453 | (3) |
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4 The Empagran Critique: Capitulation, Isolationism, and Imperialism |
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456 | (1) |
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5 The Comity of Self-Defense: Ostracizing the Private Attorney General |
|
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457 | (6) |
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463 | (1) |
|
II The Zenith of Transnationalization: A Story of Alien Tort Statute Contraction |
|
|
464 | (1) |
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A The "Legal Lohengrin": From Comity to Settled International Law |
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464 | (2) |
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B The Sosa Transnationalization: Hybridity, Universality, and Specificity |
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466 | (3) |
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C Pandora's Box: Politics and Economics |
|
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469 | (5) |
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D Kiobel v. Royal Dutch Petroleum Co.: The Swan Song of Transnationalization? |
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474 | (4) |
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478 | (2) |
|
3 The Shadowy Existence of Trademark and Unfair Competition Conflicts |
|
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480 | (11) |
|
I The Mirage of Extraterritorial Enforcement Efficiency |
|
|
481 | (2) |
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II The Reality of International Trademark Rights Protection |
|
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483 | (1) |
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A International Intellectual Property Rights Segmentation |
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484 | (2) |
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B The International Vacuum of Nation-State Capacities |
|
|
486 | (1) |
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C Trademark Extraterritoriality: Individual Propertization and Overall Taxation |
|
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487 | (1) |
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488 | (1) |
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489 | (2) |
|
6 Reconceptualization, Reinterpretation, and Typology |
|
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491 | (81) |
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491 | (1) |
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1 The New Conflicts Resolution Structure |
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492 | (29) |
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I Trademark/Unfair Competition Uniformity: Core Policies |
|
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493 | (1) |
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II Quality of Effects: A Rule of Alternatives |
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494 | (3) |
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III Quantity of Effects: Jurisdictional Self-Restraint |
|
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497 | (1) |
|
A A Word in Advance: Practical Relativity |
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498 | (3) |
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B Objective Foreseeability |
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501 | (1) |
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1 Party Expectations and the International Private Law Order |
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|
501 | (3) |
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2 Technique and Factors of Market Analysis |
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504 | (1) |
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3 Clarification: Defendant's Intent and Actual Effects |
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|
505 | (2) |
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507 | (1) |
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1 Current De Minimis Standards |
|
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508 | (1) |
|
(a) The Paradigm of "Shields" and "Swords" |
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|
508 | (2) |
|
(b) Analysis: An Ad Hoc Rule of "International-Individual Equity" |
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|
510 | (2) |
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512 | (1) |
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(a) Structural Underpinning and Relevant Interests |
|
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513 | (2) |
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(b) Practical Rules and Presumptions |
|
|
515 | (1) |
|
(i) Starting Point: Fact-Based Crafting of Remedies |
|
|
515 | (2) |
|
(ii) Prima Facie "Effects Sufficiency": Defendant's Intent |
|
|
517 | (1) |
|
(iii) Caveat: "Effects Unavoidability" |
|
|
518 | (2) |
|
|
|
520 | (1) |
|
2 The Reinterpretation of Steele and Rome II |
|
|
521 | (27) |
|
I US Lanham Act Subject-Matter Jurisdiction |
|
|
521 | (1) |
|
A Modification: A Qualitative Reformulation of "Effects on US Commerce" |
|
|
522 | (3) |
|
B Reinterpretation: Dusting Off "Nationality" and "Conflicts with Foreign Law" |
|
|
525 | (1) |
|
1 Nationality, Citizenship, and What Else---or Nothing at All? |
|
|
525 | (3) |
|
2 Conflicts with Foreign Law: Another Shell of Formalities |
|
|
528 | (1) |
|
|
|
529 | (1) |
|
(a) The Neutralization of Nationality and Citizenship |
|
|
529 | (2) |
|
(b) The Deformalization and Depropertization of "Conflicts with Foreign Law" |
|
|
531 | (2) |
|
II European Trademark and Unfair Competition Choice of Law |
|
|
533 | (1) |
|
A Clarification: Characterization of Trademark and Unfair Competition Conflicts |
|
|
533 | (5) |
|
B Foundation: Marketplace Effects Rule and the Lex Loci Protectionis |
|
|
538 | (1) |
|
C Application: Marketplace Effects and the Gran Canaria Conundrum |
|
|
539 | (1) |
|
1 Recapitulation: The Gran Canaria Scenario |
|
|
539 | (2) |
|
2 Problem: Economic Concepts and Legal Terminology |
|
|
541 | (1) |
|
3 Analysis: The Chronology of Consumer Decision Making |
|
|
542 | (3) |
|
4 Implementation: Alternative Transactions and the Merger of Markets |
|
|
545 | (3) |
|
|
|
548 | (1) |
|
3 The Typology of Trademark and Unfair Competition Conflicts |
|
|
548 | (24) |
|
I Consumer Decision Making: Protecting the Market Information Infrastructure |
|
|
549 | (1) |
|
A The Common Core of Trademark and Unfair Competition Policies |
|
|
549 | (1) |
|
1 Advertising Communication: A General "Rule of Alternatives" |
|
|
549 | (2) |
|
2 No Exceptions: Trademarks, Trade Names, Geographical Indications, and Designations of Origin |
|
|
551 | (2) |
|
B Implementation of Decision-Making Results: Transacting |
|
|
553 | (1) |
|
|
|
553 | (2) |
|
|
|
555 | (1) |
|
II Theories of Misappropriation and Other Impact on Competition |
|
|
556 | (1) |
|
A Modern Extensions of Trademark-Infringement Theory |
|
|
556 | (4) |
|
|
|
560 | (3) |
|
C The Antitrust Concurrence |
|
|
563 | (2) |
|
D Breach of Statutory Duties as Unfair Competition |
|
|
565 | (1) |
|
III Competitor-Related and Bilateral Commercial Torts |
|
|
566 | (6) |
| Appendix A |
|
572 | (4) |
| Appendix B |
|
576 | (7) |
| Bibliography |
|
583 | (54) |
| Index |
|
637 | |
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