Thomas Friedman, a columnist for The New York Times, used the phrase “the world is flat” to describe the more level economic playing field created by globalization. To many, it could be added that “the world is smaller.” Just as airplanes made the world feel smaller geographically, globalization and the Internet have made it feel smaller economically. The Internet has so fundamentally changed the way people do business that it is difficult to remember the days, not too long ago, when similar trademarks could co-exist on similar products and services (if not always happily) in different regions of the country.
Overlapping Territories
Today, even small start-ups need and expect to be able to do business nationally and internationally. As sales territories have expanded, they have increasingly overlapped. For businesses competing for customers in these overlapping territories, the need for brand protection has resulted in the world seeming smaller.
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