UCL School of Management

Research seminar

Anthony Dukes, USC

Speaker

Anthony Dukes, University of South Carolina

Date

Tuesday, 24 May 2022
14.00 – 15.30
Location
Research Group
Marketing and Analytics
Description

UCL School of Management is delighted to welcome, Anthony Dukes, University of South Carolina, to host a research seminar discussing: ‘Litigation as a Marketing Tool: Protecting Brand Names against Trademark Infringement ‘

Abstract:

This research explores the role of trademark litigation can be used to protect a brand against trademark infringement in markets where government enforcement is weak. Litigation can convey to potential counterfeiters that a trademark-holding firm would sue upon entry. We explore this idea empirically in the context of pharmaceutical trademarks in India using the framework of a stylized theoretical model. We construct a database of trademarks and examine litigation activity by certain trademark-holders. Our findings indicate that litigation reduces subsequent infringement. Because litigation can be extremely costly for a trademark-holding firm, it is worthwhile only when it has legal advantages in pursuing cases. Not all trademark-holding firms have such legal advantages and are, therefore, better off surrendering to infringers and incurring a cycle of settlements with future infringement.

Bio:

Anthony Dukes is the Robert E. Brooker Chair in Marketing and Professor at University of Southern California. He studies marketing intermediaries - the businesses that connect marketers to their customers - such as retailers, e-commerce platforms, and commercial content sites. His research appears regularly in leading academic journals such as Journal of Marketing Research, Management Science, and Marketing Science. He is Co-Director (with Danny Sokol) of the Initiative on Digital Competition and senior editor at the journal Marketing Science.

Open to
PhD Programme
Staff
Cost
Free
Last updated Tuesday, 17 May 2022