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[DOI] [Google Scholar] Zhao B

He has emphasised that PMI is not merely diversifying its product portfolio but is fundamentally reimagining its business model

The argument is contained in para 41 of the decision: Bearing in mind the history of this matter and the fact that the Respondent was previously licensed by the Applicant and its predecessor-in-title, STIP, there can be no doubt that the only plausible explanation is that the Respondent deliberately adopted its confusingly similar ATLANTIC marks and get-ups in order to imitate the Applicant's successful PACIFIC range of products, thereby obtaining a springboard advantage and taking unfair advantage of the Applicant's fruits and labours

That, or some guards would escort them back to the mission