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I work with a company whose name is frequently reduced to an initialism (acronym). Let's say the name is "Cool Computer Systems" (CCS). I am engaged in an ongoing, bloody battle with the marketing department, wherein they insist the following apostrophe use is correct:

Buy CCS' New Product.

Reading that line brings visions of crying 4th grade teachers and librarians to mind. I am quite certain that it should be written:

Buy CCS's New Product.


UPDATE:

The examples are in title case because the sentence is the subject line of an e-mail.


UPDATE:

Their argument is that "Systems" is plural. I say that plurality doesn't matter, because "Systems" is part of the name. The name as a whole should be handled as a singular entity, because the company is, in fact, a single, legal entity. Thus, the possessive form should be written:

The Emperor's clothes

Cool Computer Systems's clothes

CSS's clothes

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@aedia λ - Incitentally, I also came across Common Errors in English Usage -- Acronyms and Apostrophes –  Mike Christian Sep 22 '11 at 16:06
    
If you made a more moderate claim, you would be correct. Unfortunately, as stated, they are right and you are wrong. Their form is entirely correct and your claim that it is incorrect is erroneous. (Try instead claiming that your form is better. Then you will be correct.) –  David Schwartz Sep 23 '11 at 13:01
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1 Answer

up vote 5 down vote accepted

According to the Guardian style guide:

The possessive in words and names ending in S normally takes an apostrophe followed by a second S (Jones's, James's), but be guided by pronunciation and use the plural apostrophe where it helps: Mephistopheles', Waters', Hedges' rather than Mephistopheles's, Waters's, Hedges's.

So I would likewise go by pronunciation write it as:

Buy CCS's New Product.

Or rewrite to avoid it the apostrophe altogether.

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Of course, drop the caps if not a title: Buy CCS's new product. –  Hugo Sep 22 '11 at 15:55
    
Good point. This is the subject line of an e-mail, set in title case. –  Mike Christian Sep 22 '11 at 15:58
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This native British English speaker would say ‘Mephistopheles's’, ‘Waters's’ and Hedges's and punctuate accordingly. –  Barrie England Sep 22 '11 at 17:44
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