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Protect Your Product's Look and Feel from Imitators
Gelb, Betsy D.; Krishnamurthy, ParthaArticle HBS-F0810G-EMarketing"Trade dress" is the legal term for a nonfunctional design feature, such as the cowhide pattern on Gateway's computer boxes. Many companies don't know its value or assume that they could sue imitators. Here's a simple experiment to acquire the data needed for protection.Starting at €8.20
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Protect Your Product's Look and Feel from Imitators (Spanish version)
Gelb, Betsy D.; Krishnamurthy, ParthaArticle HBS-F0810GMarketingTrade dress is the legal term for a nonfunctional design feature, such as the cowhide pattern on Gateway's computer boxes. Many companies don't know its value or assume that they could sue imitators. Here's a simple experiment to acquire the data needed for protection.Starting at €8.20