Objectif """Marks and the Medici: Branding and Trademarks in Renaissance Global Business"" (MARKS-MEDICI) will explore the role played by branding and trademarks in global business during the Renaissance. The international wool trade in the Renaissance provides an almost unique lens through which to view the creation of the earliest global brands because the provenance and quality of the wool itself, and thus the reputation of its purveyors, were the most crucial factors in the profitability of manufacturing and exporting firms. Florentine merchants played an important role in the global wool trade and in global brand creation from the very beginning. MARKS-MEDICI will study the sixteenth-century woolen cloth trade of Medici family firms with the Near East, where the exploding Turkish demand for luxury cloth and good Turkish-Florentine relations opened up important new markets; it will place this trade in the context of changing English-Florentine commercial relations, since England was the most important supplier of raw wool for luxury production until the late sixteenth century; and, most importantly, it will focus in a ground-breaking way on the role played by trademarks in marketing and exporting luxury goods long before the existence of international intellectual property and trademark protection conventions. Medici entrepreneurs, members of the influential Florentine Wool Guild (Arte della Lana), extensively used trade marks (called segni, “signs”) to identify, protect, and market their firms and their products in a highly-competitive marketplace. A two-year Marie Skłodowska-Curie fellowship will uniquely allow the ER to analyse an important and largely unknown collection of Medici account books and, crucially, to contextualize the Medici business in the broader history of the wool trade in England and the Low Countries and in terms of the Turkish demand for luxury cloth." Champ scientifique humanitieshistory and archaeologyhistorysocial scienceseconomics and businessbusiness and managemententrepreneurship Programme(s) H2020-EU.1.3. - EXCELLENT SCIENCE - Marie Skłodowska-Curie Actions Main Programme H2020-EU.1.3.2. - Nurturing excellence by means of cross-border and cross-sector mobility Thème(s) MSCA-IF-2017 - Individual Fellowships Appel à propositions H2020-MSCA-IF-2017 Voir d’autres projets de cet appel Régime de financement MSCA-IF-EF-ST - Standard EF Coordinateur UNIVERSITY OF YORK Contribution nette de l'UE € 183 454,80 Adresse HESLINGTON YO10 5DD York North Yorkshire Royaume-Uni Voir sur la carte Région Yorkshire and the Humber North Yorkshire York Type d’activité Higher or Secondary Education Establishments Liens Contacter l’organisation Opens in new window Site web Opens in new window Participation aux programmes de R&I de l'UE Opens in new window Réseau de collaboration HORIZON Opens in new window Coût total € 183 454,80
