This study deals with the growing problem of piracy and counterfeiting successful
companies have to face nowadays. The aim of the study is to recommend suitable
strategies that victim companies should adopt in reaction to Intellectual Property
Rights (IPR) infringement and trademark counterfeiting. In order to formulate
appropriate strategies, one must first gain an understanding of the rationale behind
counterfeiting for both producers as well as purchasers. It is also imperative to
distinguish between different types of counterfeiting as some types certainly have a
greater potential for harm. Each category requires a different approach. A look into
buyer behaviour is necessary in order for firms to be able to formulate a successful
anti-counterfeiting advertising campaign and to target the right audience as well as an
investigation into the varying vulnerability to counterfeiting of different product
categories. Companies as well as society as a whole are plagued by a phenomenon that is clearly
not yet receiving the attention it deserves. Theft is a problem for every employer. It
occurs in shops where would-be customers shoplift but it does not stop there.
Employees stealing company property is a much bigger problem. This does not
merely refer to a company’s own workforce but also everyone at any stage of the
supply chain. The trend toward outsourcing certainly has not helped as it is difficult
enough to keep an eye on your own workforce without having the additional problem
of policing the supply chain. Products can and do go missing due to theft. The
phenomenon this study investigates is not conventional theft but rather theft of a
different sort: theft of intellectual property and counterfeiting. Piracy and counterfeiting are not theft of finished products but of ideas, inventions, creations and discoveries, which are protected by trademarks, patents and copyrights.
Inhaltsverzeichnis (Table of Contents)
- Chapter One
- INTRODUCTION
- DECEPTIVE vs. NON-DECEPTIVE COUNTERFEITING.
- METHODOLOGY
- EFFECTS OF COUNTERFEITING
- Chapter Two
- DEMAND FOR PIRATED AND COUNTERFEIT GOODS.
- THE RATIONALE FOR COUNTERFEITING AND ITS ANTECEDENTS.
- IP INFRINGEMENT AND THE INTERNET.
- Chapter Three
- EVIDENCE OF VICTIM FIRMS' RESPONSES.
- ISD..
- Diageo.
- Procter and Gamble.......
- US Olympic Committee..\nCartier
- NEC.........
- Microsoft..\nNike......
- Reebok
- New Balance
- Miscellaneous
- SUMMARY.
- Chapter Four
- ESTABLISHING ANTI-COUNTERFEITING STRATEGIES..
- NO ACTION....
- LOBBY GOVERNMENT AUTHORITIES FOR IMPROVED LEGISLATION\nAND ENFORCEMENT
- CO-OPT OFFENDERS
- ANTI-COUNTERFEITING ADVERTISING CAMPAIGN.
- WARN/ALARM.
- APPEAL
- THREATEN
- PRIVATE INVESTIGATION.
- 1USE OF TELEPHONE HOTLINES FOR CUSTOMER REPORTS..
- MOVING TARGET & AUTHENTICATION DEVICES.
- ANTI-COUNTERFEITING ALLIANCES.
- EDUCATION AND SUPPORT OF ENFORCEMENT AGENCIES ..........
- EDUCATION OF CHANNEL MEMBERS
- SSSS\n.............
- PRICE REDUCTIONS..
- SELECT DISTRIBUTION.
- MARKETING & PRODUCT DEVELOPMENT
- LICENSING
- CONCLUSION.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study investigates the growing issue of piracy and counterfeiting faced by successful companies. The primary objective is to propose effective strategies that victim companies can implement to address intellectual property rights (IPR) infringement and trademark counterfeiting. To develop these strategies, the study aims to understand the rationale behind counterfeiting from the perspectives of both producers and purchasers. It also explores the varying degrees of harm associated with different types of counterfeiting, highlighting the need for tailored approaches. The study delves into buyer behavior to formulate successful anti-counterfeiting advertising campaigns, ensuring that they target the appropriate audience. Additionally, it examines the varying vulnerabilities of different product categories to counterfeiting.
- Understanding the rationale behind counterfeiting.
- Analyzing the various types of counterfeiting and their potential for harm.
- Developing effective strategies for combating piracy and counterfeiting.
- Exploring consumer behavior in relation to counterfeit products.
- Assessing the vulnerability of different product categories to counterfeiting.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter One provides an introduction to the study, defining the terms piracy and counterfeiting, and distinguishing between deceptive and non-deceptive counterfeiting. It highlights the historical context of counterfeiting and its evolution. Chapter Two delves into the demand for pirated and counterfeit goods, exploring the rationale behind counterfeiting and its antecedents. It also examines the role of the internet in intellectual property infringement. Chapter Three presents evidence of victim firms' responses to counterfeiting. It includes case studies of various companies, showcasing their strategies for combating counterfeit products. The chapter concludes with a summary of the different approaches employed by companies. Chapter Four focuses on establishing anti-counterfeiting strategies. It explores a wide range of strategies, including lobbying for legislation, co-opting offenders, advertising campaigns, and education initiatives. The chapter also examines the role of pricing strategies, distribution channels, and marketing efforts in combating counterfeiting.
Schlüsselwörter (Keywords)
Piracy, counterfeiting, intellectual property rights (IPR), trademark infringement, buyer behavior, anti-counterfeiting strategies, product categories, vulnerability, advertising campaigns, enforcement agencies, education initiatives, pricing strategies, distribution channels, marketing efforts.
- Quote paper
- Jörg Drischel (Author), 2004, A New Framework For Combating Piracy And Counterfeiting, Munich, GRIN Verlag, https://www.grin.com/document/26691