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May 10, 1987

OLIVETTI BELIEVES IN NAMES, NOT INITIALS

By CBR Staff Writer

We heartily endorse the comments made the other day by the writer of the Financial Times Lex column bemoaning the official contraction of grand old company names into bleak initials – why does National Cash Register Co have to become NCR Corp, Rio-Tinto Zinc become RTZ, Tube Investments TI Group? – but Olivetti is determined to go the other way with a vengeance: the Italian has decided to turn its Syntax SpA software subsidiary, which had controlling stakes in seven software firms, minority holdings in 12 others – into a software holding company, and will swap the snappy Syntax name for the very much grander Generali di Sviluppo Servizio e Sistemi Software SpA.

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