TY - BOOK AU - Dornis,Tim W. TI - Trademark and unfair competition conflicts: historical-comparative, doctrinal, and economic perspectives T2 - Cambridge intellectual property and information law SN - 9781316651285 AV - K7571 .D67 2017 U1 - 346.04/88 23 KW - Conflict of laws KW - Trademarks KW - Competition, Unfair KW - Law and legislation KW - Antitrust law KW - fast N1 - With the rise of internet marketing and e-commerce around the world, international and cross-border conflicts in trademark and unfair competition law have become increasingly important. In this groundbreaking work, Tim Dornis - who, in addition to his scholarly pursuits, has worked as an attorney, a public prosecutor, and a judge, giving him experience in both civil and common-law jurisdictions - presents the historical-comparative, doctrinal, and economic aspects of trademark and unfair competition conflicts law. The book should be read by any scholar or practitioner interested in the international aspects of intellectual property generally, and trademark and unfair competition law specifically. This title is available as Open Access; Table of Cases Introduction 1Civil Law History—Germany and Europe Introduction 1Substantive Trademark and Unfair Competition Law IStructure: State Regulation and Formal Privileges AThe Criminal Law Beginnings BFrom State Regulation to Individual Rights Protection CThe Positivist Concept of Privilege Grants IISubstance: Personality Rights and Private Property AJosef Kohler’s Personality Rights Theory BThe Statutory Introduction of Private Rights Protection IIIConsequences: The Field’s Dichotomies AThe Trademark/Unfair Competition Dichotomy BThe Privilege/Personality Right Dichotomy IVThe Twentieth Century: A Triumph of Separatism AReichsgericht Sansibar and Pecose: A Shaky Hierarchy of Policies BEugen Ulmer: An Almost Reconciliation CEurope: Rights Formalism and Individualization DThe Final Blow: Propertization vs. Socialization 2Trademark and Unfair Competition Choice of Law IFrom Universality to Territoriality AThe Worldwide Scope of Personality Rights BAlfred Hagens and the Territoriality of Trademarks CUnder the Surface: Fairness-Standard Universality IIFrom International Torts to International Economic Law? AFrom Lex Loci Delicti Commissi to Nussbaum’s Rule BA Silver Lining: The Kindersaugflaschen Doctrine CTwenty-First Century: A Merger of Conflict Rules? Conclusions 2Common Law History—United States Introduction 1Substantive Trademark and Unfair Competition Law IThe Early Straightjacket: Equity, Passing Off, and Universality ATrademark Protection in the Distorting Mirror of Law and Equity BPassing Off: “The Whole Law and the Prophets on the Subject” CKidd/Derringer: Trademark Universality “US Style” IIThe Right/Markets Connex: Materialization, Goodwill, and Trade Diversion AThe Materialization of Trademark Rights BThe Reverse Picture: Trade-Diversion Prevention CTea Rose/Rectanus: The Doctrine of Market-Based Rights IIIThe Realist Attack: Much Ado about … Quite Little AThe Turn-of-the-Century Crisis BCourts’ Adherence to “Transcendental Nonsense” CFrank I. Schechter: The Victory of Goodwill IVModern Theory and Practice: Economic Analysis and Repropertization AThe 1946 Lanham Act: Monopoly Phobia Well Cured BThe Economization of US Trademark Law CModern Propertization and Repropertization 2Interstate Trademark and Unfair Competition Law IThe “Market Universality” of Trademark Rights AA. Bourjois & Co. v. Katzel: The One-Way Street of Trademark Extension BTea Rose/Rectanus: The Doctrine of Nonterritorial Rights CHolmes Concurring: A “Passive Figurehead” of State Sovereignty IIThe Federal Common Law of Trademarks and the Erie Doctrine AThe Traditional Hodgepodge of State and Federal Common Law BThe Erie Impact: The “Passive Figurehead” of State Sovereignty Reloaded IIIThe 1946 Lanham Act: An Innovation of Almost Territorial Rights AThe Common Law Foundation of Federal Statutory Rights BScholarly Distortions: A Mirage of “Territorial Extraterritoriality” IVSummary: Nonformalism and the Nonterritoriality of Trademarks 3International Trademark and Unfair Competition Law IThe Porosity of National Borders and International Goodwill Theory AThe Well-Known Marks Doctrine: Transnational Goodwill Misappropriation BRudolf Callmann: A Theory of International Unitary Goodwill IITrademarks’ Extraterritorial Scope: Steele v. Bulova Watch Co. and Its Progeny AThe Epicenter of Extraterritoriality: Steele v. Bulova Watch Co. BThe Steele Progeny: A Motley Crew of Circuit Court Tests IIIDoctrinal Analysis: Use-Based Rights and Commercial Effects AThe Common Law Roots of Lanham Act Subject-Matter Jurisdiction BAn Element of Modernity: The Effects-on-Commerce Factor IVA Bird’s-Eye View: Taking Stock of Lanham Act Extraterritoriality AThe Antitrust Gene: A Dominance of Effects BCommon Law Goodwill Protection: Tea Rose/Rectanus Goes Global VSummary: An Era of International Trademark Propertization Conclusions 3A Ragged Landscape of Theories Introduction 1Traditional Civil Law Trademark Conflicts IThe Principle of Territoriality IIAnalysis: The Curse of Formal Reasoning and Conduct Orientation 2Modern Civil Law Unfair Competition Conflicts IThe Marketplace Principle, Determination of Effects, and the De Minimis Rule ACollision-of-Interests and Substantive-Purpose Analysis BMultistate Scenarios: Determination of Marketplace Effects and De Minimis Limitations IIAnalysis: The Obsolescence of Tort Foundations 3The New Paradigm—A Law of Market Regulation IAntitrust Conflicts Reloaded: The Effects Principle IIAnalysis: The Unboundedness of Unqualified Effects 4Modern Soft Law—WIPO Recommendation, ALI Principles, and Others INonbinding Suggestions of Substantive Law and Conflicts Resolution AThe Joint Recommendation Concerning Provisions on the Protection of Marks, and Other Industrial Property Rights in Signs, on the Internet BALI Principles, CLIP Principles, and the Japanese Transparency Proposal IIAnalysis: “Chips off the Old Block” AThe Joint Recommendation BALI Principles, CLIP Principles, and the Japanese Transparency Proposal 5The American Scholarly Debate ICommon Law Tradition and Transnational Market Protection AThe General Tendency of Equitable Rights Limitlessness BThe Nintendo Transformation: From Act-of-State-Doctrine to Substantive Dichotomy CThe Revival of Territoriality: A Quasi Continental Choice-of-Law Approach DThe “Domestic Extraterritoriality” of Statutory Trademark Rights ETea Rose/Rectanus “Transnationalized”: The Common Law Cross-Border Crusade FThe Shift to Effects Testing: An Idea of Transnational Market Regulation IIAnalysis: Common Law Tradition Meets Extraterritorial Market Regulation 6Substantivism and Transnational Uniform Law IOverview AFoundations BModern Concepts of Substantivism in Intellectual Property Law CNonterritorial Concepts: “Cyberlaw” and the “Collision of Rights” IIAnalysis: The Fata Morgana of Universal Policy 7The Rediscovery of International Comity IThe Comitas Approach IIAnalysis: A “Quadrature of the Circle” Conclusions 4Substantive Policy—Convergent Foundations Introduction 1Foundations—The Market Mechanism IThe Concept of “Economic Competition” AThe Legal Framework BThe Rediscovery of Chaos CThe Dynamics of Competition 1A Tradition of Competitor Protection 2The Advent of (Consumer) Decision Making 3The Complementary Spheres of Transactional Freedom IIThe “Triangular” Structure of the Market Mechanism IIIThe Stages of Consumer Decision Making and Transacting AInformation Transmission BInformation Processing CImplementation of the Consumer’s Decision DCaveat: Limitations of Consumer Decision Making IVSummary 2Implementation—Substantive Law ITort and Unfair Competition Law AThe Mirage of Practical and Formal Differences BThe Relativity of Protection Levels 1Early Starting Point: Claims “against the World at Large” 2United States: From Property to Policy and Back Again 3Germany: The Eternal Dichotomy of Rights and Competition CThe Heterogeneity of Policies: Vertical and Horizontal Competition 1Two Types of Unfair Competition Cases and Regulatory Policies 2Clarification: The Horizontality of Neminem Laedere DSummary IIAntitrust and Unfair Competition Law IIIThe Intellectual Property Dichotomy: Innovation vs. Competition AThe Mistaken Concept of Intellectual Property Uniformity 1Historical Remnants: The “Immaterialization” of Trademarks 2Current Doctrine: Intellectual Property Homogeneity BRectification: A Grounded Intangibility of Trademarks 1The Difference in Intellectual Property Incentive Structures 2An Apparent Exception: The Trademark Register CSummary IVTrademark and Unfair Competition Law: Framing the Information Infrastructure AThe Illusion of a Formal Divergence 1Recapitulation: Trademark Property vs. Consumer Protection 2Cracks in the Foundation: A Remerger of the Fields (a)The Statutory Framework: Unfair Commercial Practices Directive (b)The Consolidation of Interests: Depropertization and Desocialization (c)The Practical Picture: A Subtle Recapture (d)The Relicts of Antiquity: Pockets of Resistance (e)The Myth of the Public Samaritan 3Summary BThe Structural Congruency of Trademark and Unfair Competition Law 1The Common Core: Information Economization 2Beyond Confusion: Alternative Theories of Trademark Protection 3Two Sides of the Coin: Law and Equity in Market Communication CSummary 3Application—Functional Structures in Trademark and Unfair Competition Doctrine ITrademark Protection ANavigation Goodwill: Confusion-Based Infringement Theory BSurplus Goodwill: Non-Confusion-Based and Time-Shifted Infringement Theories 1Antidilution Doctrine 2Temporal Extensions of Goodwill Protection (a)Postsale Confusion (b)Initial-Interest Confusion 3The Common Denominator IIUnfair Competition Prevention ARecapitulation: Stages of Decision Making and Policy Differences BAn Integrated Model of Unfair Competition Law (Including Passing Off) CAn Amalgam of Policies: Harassment, Privacy, and Decision Making DBeware of the Consumer’s “Economic Personality Right” EQuasi IP Rights: The Gray Zone of Product Imitation FThe Continental Dark Horse: Breach of Statutory Duties as Unfair Competition IIIA Hybrid Category: Geographical Indications Conclusions 5International Comity—A Doctrine of Self-Restraint Introduction 1From Comitas Gentium to Transnational Law IThe Status Quo: A Publicization of Private International Law AThe (Non)Historical Dichotomy: Private and Public International Law BThe Duality of Methods CA Blurring of Boundaries IIIn the Shadows: The Creeping Deformation of Comity ATransnationalization: A Resurrection of the Ius Cosmopoliticum BThe Historical Leitmotif: Convenience of International Transacting 1Joseph Story: The Consensual Administration of Conflicts 2Friedrich Carl von Savigny: A Legal Community In Statu Nascendi 3Ernst Zitelmann: The Weltrecht of Uniform Policy 4Summary CThe Modernity of Transnational Law: An Apotheosis of Substantive Uniformity 1Philip C. Jessup: The Hybridity and Universality of Transnational Law 2Twentieth Century: Conflicts Doctrine Internationalized (a)Maritime Internationalism: The Lauritzen Doctrine (b)Savigny Diluted: A Theory of Separate Attachment (c)Public International Law Osmosis: The Ordre Public International 3Turn of the Century: The Unearthly Detachment of Transnationalization (a)The Odyssey of Interest Analysis: Currie’s Game-Theoretical Return to Savigny (b)Law and Economics: The Super-Value of Welfare Maximization (c)Global Legal Pluralism: Fragmentation, Functionality, and Universality IIISummary 2Transnationalization Exhausted IInternational Antitrust: A History of Effects, Public International Law, and Comity ALotus Isolationism: A Lacuna of Nation-State Sovereignty BGeneral Principles: The Droit Idéal of Public International Law CThe Practical Proxy: Interest Balancing 1Theoretical Approaches 2The Practice: Timberlane and Mannington Mills 3The Rule of Reason DThe Effects Principle: From Unboundedness to Self-Restraint 1Europe: A Theory of Public International Law Limitations 2Alcoa to Hartford Fire: From Unlimited to Substantial Effects 3Empagran: The About-Face toward Comity 4The Empagran Critique: Capitulation, Isolationism, and Imperialism 5The Comity of Self-Defense: Ostracizing the Private Attorney General ESummary IIThe Zenith of Transnationalization: A Story of Alien Tort Statute Contraction AThe “Legal Lohengrin”: From Comity to Settled International Law BThe Sosa Transnationalization: Hybridity, Universality, and Specificity CPandora’s Box: Politics and Economics DKiobel v. Royal Dutch Petroleum Co.: The Swan Song of Transnationalization? IIISummary 3The Shadowy Existence of Trademark and Unfair Competition Conflicts IThe Mirage of Extraterritorial Enforcement Efficiency IIThe Reality of International Trademark Rights Protection AInternational Intellectual Property Rights Segmentation BThe International Vacuum of Nation-State Capacities CTrademark Extraterritoriality: Individual Propertization and Overall Taxation IIISummary Conclusions 6Reconceptualization, Reinterpretation, and Typology Introduction 1The New Conflicts Resolution Structure ITrademark/Unfair Competition Uniformity: Core Policies IIQuality of Effects: A Rule of Alternatives IIIQuantity of Effects: Jurisdictional Self-Restraint AA Word in Advance: Practical Relativity BObjective Foreseeability 1Party Expectations and the International Private Law Order 2Technique and Factors of Market Analysis 3Clarification: Defendant’s Intent and Actual Effects CInternational Comity 1Current De Minimis Standards (a)The Paradigm of “Shields” and “Swords” (b)Analysis: An Ad Hoc Rule of “International-Individual Equity” 2Reconceptualization (a)Structural Underpinning and Relevant Interests (b)Practical Rules and Presumptions (i)Starting Point: Fact-Based Crafting of Remedies (ii)Prima Facie “Effects Sufficiency”: Defendant’s Intent (iii)Caveat: “Effects Unavoidability” IVSummary 2The Reinterpretation of Steele and Rome II IUS Lanham Act Subject-Matter Jurisdiction AModification: A Qualitative Reformulation of “Effects on US Commerce” BReinterpretation: Dusting Off “Nationality” and “Conflicts with Foreign Law” 1Nationality, Citizenship, and What Else—or Nothing at All? 2Conflicts with Foreign Law: Another Shell of Formalities 3A New Paradigm (a)The Neutralization of Nationality and Citizenship (b)The Deformalization and Depropertization of “Conflicts with Foreign Law” IIEuropean Trademark and Unfair Competition Choice of Law AClarification: Characterization of Trademark and Unfair Competition Conflicts BFoundation: Marketplace Effects Rule and the Lex Loci Protectionis CApplication: Marketplace Effects and the Gran Canaria Conundrum 1Recapitulation: The Gran Canaria Scenario 2Problem: Economic Concepts and Legal Terminology 3Analysis: The Chronology of Consumer Decision Making 4Implementation: Alternative Transactions and the Merger of Markets 5Conclusion 3The Typology of Trademark and Unfair Competition Conflicts IConsumer Decision Making: Protecting the Market Information Infrastructure AThe Common Core of Trademark and Unfair Competition Policies 1Advertising Communication: A General “Rule of Alternatives” 2No Exceptions: Trademarks, Trade Names, Geographical Indications, and Designations of Origin BImplementation of Decision-Making Results: Transacting 1The Core Policy 2Policies Beyond IITheories of Misappropriation and Other Impact on Competition AModern Extensions of Trademark-Infringement Theory BProduct Imitation CThe Antitrust Concurrence DBreach of Statutory Duties as Unfair Competition IIICompetitor-Related and Bilateral Commercial Torts Appendix A Appendix B Bibliography Index N2 - "Both in Europe and the United States, a socioeconomic cataclysm of industrialization and market liberalization-including the invention of branding, mass advertising, and marketing psychology-was the driving force behind the construction of modern trademark and unfair competition laws. During the last two centuries, legal doctrine accordingly underwent partly groundbreaking transformations. Many of these account for today's transatlantic dichotomy, particularly in the field of trademark and unfair competition choice of law, or conflicts law. My analysis will focus on the most relevant characteristics of legal doctrine between the eighteenth and twenty-first centuries. I argue that a closer look at conceptual and structural differences, as well as commonalities between European and US law, provides the basis for a reconceptualization of the field"-- UR - http://dx.doi.org/10.1017/9781316651285 ER -