Protecting intellectual property: strategies and recommendations to deter counterfeiting and brand piracy in global markets

Document Information:
Title:	Protecting intellectual property: strategies and recommendations to deter counterfeiting and brand piracy in global markets
Author(s):	Schultz C J, Saporito B
Journal:	Columbia Journal of World Business, Spring 1996, Volume: 31 Issue: 1 pp.18-28 (11 pages)
Issn:	0022-5428

Keywords:	Brands, Counterfeiting, Intellectual Property, Legislation
Article type:	Case study
DOI:	10.1016/S0022-5428(96)90003-4
Reference:	25AY276 (Permanent URL)
Abstract:	Contends that, despite the protection offered to intellectual property rights via the provisions of the World Trade Organization (WTO), brand piracy and counterfeiting will continue to be a global problem in the foreseeable future ™ counterfeiting can cost companies up to 20% of sales. Illustrates the extent of the problem, the ease with which products can be replicated and the consumer acceptance of counterfeit products as value for money; considers the powers which the WTO has in curtailing counterfeiting and the agreements intended to influence governments in taking positive measures to protect intellectual property. Suggests a number of courses of action for victims to pursue in response to various forms of counterfeiting/piracy activities: do nothing (based on cost/benefit analysis), co-opt offenders, educate stakeholders at the source, use advertising to eliminate markets for counterfeit products, hire investigators specializing in surveillance, use high-tech labelling of products, create a moving target, rely on legislation, create anti-counterfeiting coalitions or concede the particular product market. Concludes that anyone expecting diplomacy and trade agreements alone to protect their brands and products will be disappointed.