Resource-Based Brand Management in a World of Diluting Intellectual Property Rights - A System Dynamic Model

20 Pages Posted: 23 Apr 2008

See all articles by Carsten Keller

Carsten Keller

University of Bremen - Faculty of Business Studies and Economics

Jörg Freiling

University of Bremen - Faculty of Business Studies and Economics

Date Written: April 20, 2008

Abstract

In the wake of the globalization of markets counterfeiting has become a major challenge for brand management. Considerable costs of the specification and enforcement of intellectual property rights in various emerging markets are forcing a systematic dilution that takes effect globally. Against this background, we address the problem of brand value appropriation in the absence of effective juridical means. Therefore we develop a system dynamic model of brand management and competition referring to resource-based theory in order to foster a deeper understanding of the causal structure on both the organizational and the industry level.

Keywords: Counterfeiting, Intellectual Property Rights, Resource-based View, Competence-based Theory of the Firm (CbTF), System Dynamics, Brand Management

JEL Classification: F23, K41, M10, M31

Suggested Citation

Keller, Carsten and Freiling, Jörg, Resource-Based Brand Management in a World of Diluting Intellectual Property Rights - A System Dynamic Model (April 20, 2008). Available at SSRN: https://ssrn.com/abstract=1123192 or http://dx.doi.org/10.2139/ssrn.1123192

Carsten Keller

University of Bremen - Faculty of Business Studies and Economics ( email )

Universitaetsallee GW I
Bremen, D-28334
Germany
+492212087168 (Phone)
+492212087169 (Fax)

Jörg Freiling (Contact Author)

University of Bremen - Faculty of Business Studies and Economics ( email )

Wilhelm-Herbst-Str. 5
Bremen, D-28359
Germany
++49 421 218 66870 (Phone)
++49 421 218 66902 (Fax)

HOME PAGE: http://www.lemex.uni-bremen.de

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