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No al falso! Un’indagine esplorativa sulle strategie anti-contraffazione delle fashion firms
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Alberto Pastore, Ludovica Cesareo 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  22 P. 81-102 Dimensione file:  116 KB
DOI:  10.3280/MC2014-002005
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Il presente studio propone un’indagine qualitativa esplorativa, tramite 18 interviste in profondità, sul fenomeno della contraffazione allo scopo di indagarne gli effetti e di valutare le scelte strategiche, operative e organizzative adottate dalle imprese operanti nei settori dei fashion goods impegnate a contrastare il fenomeno a livello globale. Da un’attenta analisi della letteratura e dalle interviste condotte si riscontrano, nelle imprese, quattro fondamentali direttrici strategiche ed operative (in termini di protezione, cooperazione, prosecuzione ed in-formazione) e specifici assetti organizzativi (in termini di inquadramento della brand protection). La minaccia della contraffazione online, la questione cinese e l’enforcement legislativo risultano essere le principali sfide che queste affrontano, e dovranno affrontare, oggi e nel prossimo futuro.


Keywords: Contraffazione, strategie anti-contraffazione, strumenti anti-contraffazione, azioni anti-contraffazione, brand protection manager, intellectual property specialist.

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Alberto Pastore, Ludovica Cesareo, in "MERCATI E COMPETITIVITÀ" 2/2014, pp. 81-102, DOI:10.3280/MC2014-002005

   

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