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L’Innovation Technologique : Une Strategie Anti-Contrefaçon Des Entreprises Cosmetiques De Luxe Accumulation Versus Valorisation Du Capital-Savoir ; Technological Innovation: An Anti-Counterfeit Strategy For Luxury Cosmetic Enterprises Accumulation Versus Valorization Of Knowledge-Capital

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Author Info

  • Blandine LAPERCHE

    ()
    (RRI)

  • Nejla YACOUB

    ()
    (RRI)

Abstract

Libéralisation des échanges, multiplication des canaux de distribution, développement des capacités de production dans les pays en développement (PED), lacunes au niveau de l‟application des droits de la propriété intellectuelle (DPI), etc. autant de facteurs qui contribuent à l‟amplification de la contrefaçon. Dans la branche des cosmétiques de luxe, ce phénomène est en premier lieu nuisible aux consommateurs. Mais, il a aussi des conséquences négatives non moins importantes sur les entreprises victimes, en termes d‟image de marque et de profitabilité. Lutter contre ce phénomène est donc un enjeu économique important pour les firmes. Sur cette question, ce sont généralement les stratégies légales et les stratégies marketing (référant à la valorisation du capital-savoir de la firme) qui accaparent l‟attention des chercheurs. Dans notre article, nous adoptons une démarche d‟économie industrielle pour étudier cette problématique sous un angle différent, celui de l‟efficacité de l’innovation technologique comme stratégie anti-contrefaçon. L‟objectif étant de déterminer dans quelle mesure l‟accumulation du capital-savoir permet aux entreprises cosmétiques de luxe de faire face à la contrefaçon et à ses impacts négatifs. Appuyant notre recherche par des exemples d‟entreprises leaders dans le secteur, telles que Yves Saint Laurent ou Chanel, nous démontrons que, dans cette branche en particulier, l‟accumulation du capital-savoir est largement employée comme stratégie anti-contrefaçon en parallèle aux stratégies de valorisation du capital-savoir existant. Liberalization of exchanges, the increase of the distribution networks, the development of production capabilities in developing countries, Intellectual property Rights (IPR) enforcement gaps … as many factors that contribute to amplifying counterfeit. In the branch of luxury cosmetics, this phenomenon is indeed harmful to consumers. However, it also generates no less harmful effects on the “victim” firms, in terms of brand management and profitability. Fighting this phenomenon is hence an important economic stake for the brand firms. On this question, they are generally the legal and the marketing strategies (referring to the valorization of the firm‟s knowledge-capital) that draw the attention of researchers. In our paper we adopt an industrial economics approach in order to study this issue from a different corner; that is of the efficiency of technological innovation as an anti-counterfeit strategy. Our objective is to determine to which extent is knowledge-capital accumulation an efficient anti-counterfeit strategy for luxury cosmetic firms. Supporting our study with examples of leading enterprises in the sector, such as Yves Saint Laurent and Chanel, we show that, in this particular industrial branch, knowledge-capital accumulation is indeed largely used as an anti-counterfeit strategy in parallel to knowledge-capital valorization strategies.

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Bibliographic Info

Paper provided by Réseau de Recherche sur l’Innovation. / Research Network on Innovation in its series Working Papers with number 20.

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Length: 23 pages
Date of creation: 2010
Date of revision:
Publication status: Published in Documents de travail du RRI, 2010
Handle: RePEc:rii:rridoc:20

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Keywords: accumulation; capital-savoir; contrefaçon; cosmétique de luxe ; innovation technologique; propriété industrielle ; valorisation ; accumulation; counterfeit; industrial property; technological innovation; knowledge-capital; luxury cosmetics; valorization.;

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