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No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms

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  • Alberto Pastore

Abstract

Il presente studio propone un?indagine qualitativa esplorativa, tramite 18 interviste in profondit?, 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.

Suggested Citation

  • Alberto Pastore, 2014. "No al falso! Un?indagine esplorativa sulle strategie anti-contraffazione delle fashion firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 81-102.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-002005
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    Cited by:

    1. Meraviglia, Laura, 2018. "Technology and counterfeiting in the fashion industry: Friends or foes?," Business Horizons, Elsevier, vol. 61(3), pages 467-475.

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