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The Product Piracy Conflict Matrix – Finding Solutions to Prevent Product Piracy
Author(s) -
Schuh Günther,
Kreysa Jennifer,
Haag Christoph
Publication year - 2009
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/j.1467-8691.2009.00517.x
Subject(s) - reputation , product (mathematics) , business , new product development , industrial organization , value (mathematics) , revenue , marketing , triz , computer science , law , finance , geometry , mathematics , artificial intelligence , machine learning , political science
Product and brand piracy has developed into a worldwide mass phenomenon. Affected companies are not only burdened with commercial losses such as lost sales volume and lower sales prices, but also by decreasing brand value and company reputation, lower licence revenues and, finally, costs for counteracting product piracy. Companies are gradually facing up to the challenge and taking action. Besides legal measures, an increasing number of firms are also willing to implement strategic and technical measures in their organizations or products respectively. A number of non‐legal mechanisms have recently been identified, and efforts to structure these mechanisms are in progress. However, so far systematic, methodological guidance in matching mechanisms with specific products and corporate boundary conditions is basically non‐existent. Focusing on this issue, the paper introduces a new TRIZ‐based method to create solutions concerning product piracy. The so‐called Product Piracy Conflict matrix (PPC matrix) resembles the well‐established TRIZ contradiction table and has been designed to help companies create powerful protection concepts while avoiding undesired or harmful effects within their own value chains.