This is a print on demand publication. Tells a fascinating story about the trade relationship between the English East India Co. and the powerful Armenian merchant community of New Julfa that lasted over 100 years (17th and early 18th cent.). This relationship revolved around the Co's. continual efforts to break into the Armenian held silk and cloth markets. This trade relationship epitomizes the age of competitive partnership that existed then. Addresses the question "What was the key to the Armenian merchants' success during the pre-modern period?". Their "fabulous success" may be attributed to the rare atmosphere of trust that prevailed among the Armenian merchant community which, in turn, led to two significant benefits: organizational cost savings; and organizational innovations.