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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

Author

Listed:
  • 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.

Suggested Citation

  • Blandine LAPERCHE & Nejla YACOUB, 2010. "L’Innovation Technologique : Une Strategie Anti-Contrefaçon Des Entreprises Cosmetiques De Luxe Accumulation Versus Valorisation Du Capital-Savoir ; Technological Innovation: An Anti-Counterfeit Strat," Working Papers 20, Réseau de Recherche sur l’Innovation. / Research Network on Innovation.
  • Handle: RePEc:rii:rridoc:20
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    References listed on IDEAS

    as
    1. Antonelli, Cristiano, 2005. "Models of knowledge and systems of governance," Journal of Institutional Economics, Cambridge University Press, vol. 1(01), pages 51-73, June.
    2. Bernard Remiche & Vincent Cassiers, 2009. "Lutte anti-contrefaçon et transferts de technologies nord-sud : un véritable enjeu," Revue internationale de droit économique, De Boeck Université, vol. 0(3), pages 277-324.
    3. Nejla Yacoub & Blandine Laperche, 2010. "Stratégies des grandes firmes pharmaceutiques face aux médicaments génériques. Accumulation vs valorisation du capital-savoir," Innovations, De Boeck Université, vol. 0(2), pages 81-107.
    4. Insaf Bekir & Sana El Harbi & Gilles Grolleau, 2009. "L'imitation et la contrefaçon peuvent-elles être bénéfiques aux firmes originales ?. Une analyse critique des arguments," Revue internationale de droit économique, De Boeck Université, vol. 0(1), pages 51-65.
    5. Sophie Boutillier & Faridah Djellal & FaÏz Gallouj & Blandine Laperche & Dimitri Uzunidis, 2012. "L’innovation verte," Post-Print halshs-01112008, HAL.
    6. Nathan ROSENBERG, 2009. "Why do firms do basic research (with their own money)?," World Scientific Book Chapters,in: Studies On Science And The Innovation Process Selected Works of Nathan Rosenberg, chapter 11, pages 225-234 World Scientific Publishing Co. Pte. Ltd..
    7. Insaf Bekir & Gilles Grolleau & Sana El Harbi, 2010. "Le piratage peut-il être profitable à la firme piratée ?," Revue économique, Presses de Sciences-Po, vol. 61(4), pages 793-805.
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    More about this item

    Keywords

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

    JEL classification:

    • K1 - Law and Economics - - Basic Areas of Law
    • O34 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Intellectual Property and Intellectual Capital
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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