Resource-Based Brand Management in a World of Diluting Intellectual Property Rights - A System Dynamic Model

In the wake of the globalization of markets counterfeiting has become a major challenge for brand management. Considerable costs of the specification and enforcement of intellectual property rights in various emerging markets are forcing a systematic dilution that takes effect globally. Against this background, we address the problem of brand value appropriation in the absence of effective juridical means. Therefore we develop a system dynamic model of brand management and competition referring to resource-based theory in order to foster a deeper understanding of the causal structure on both the organizational and the industry level