Alserhan, Baker Ahmad; Alserhan, Zeid Ahmad - In: Competitiveness Review: An International Business Journal 22 (2012) 4, pp. 329-342
Purpose – The purpose of this paper is to propose a new method to assess trade name distinctiveness. Design/methodology/approach – The authors implemented a two‐staged methodology. First, catchwords in trade names in the relevant database were identified and ranked according to how...