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Additional info for Kant-Studien Philosophische Zeitschrift der Kant-Gesellschaft, 91. Jahrgang, Heft 3, 2000
The brand integrity risk question is often overlooked or downplayed as a concern, but the leakage of technology and process know-how and the development of local intellectual capital in the local scientiﬁc community are almost impossible to control over an extended period of time. 20 GLOBAL BRAND INTEGRITY MANAGEMENT In today’s global business environment, nothing is more important to a company than brand reputation. Whether threats come from counterfeit products, patent infringements, gray market products, or the theft of trade secrets, brand integrity is the essential ingredient for effective international competition.
Globalization raised new imperatives for corporate executives: • How do I keep my information, products, and brands safe and secure in electronic and global environments? • Am I sure that my manufacturing partners are not taking advantage of our technology? • How do we deal with all the clever international counterfeiters? • Do my supply chain and distribution channels contribute to our gray market product problems? • How can we control e-commerce transactions within the company and also with our vendors, suppliers, and clients?
In public companies or in regulated environments such as pharmaceuticals, electronics, or aerospace, having aspects of a brand integrity program may be mandated for DEA, DOD, DOE, or SEC compliance. Case Study A shoe manufacturing company started to ﬁnd counterfeit products in various markets around the world. An investigation to determine the source and to enforce patent and trademark rights identiﬁed the offending plant in Malaysia. The investigation determined that the plant was a very efﬁcient, modern facility that was producing a shoe of high enough quality to be passed off as the real thing.