The authors describe how and why gray marketing occurs in the context of legal and illegal
(shadow) marketing activities. The regulatory and judicial decisions relating to gray …

A sweeping change in trademark law has created benefits and pitfalls for marketing decision
makers; recent court decisions on trademarks have had similar impact. Marketing managers …

Brand equity has received significant academic attention since the mid‐1990s. This has
been driven partly by changes in international accounting standards as they relate to the …

A US-based company sells prestigious high-priced liquor under the same established brand
name in almost every country around the world. Recently, the director of global marketing at …

Parallel importation, the selling of trademarked products through unauthorized distribution
channels, can erode trademark image, strain channel relationships and disrupt global …

Purpose–The purpose of this study is to investigate the impact of parallel importation on
brand equity in high and low product involvement arrangements. Design/methodology …

Twenty‐nine per cent of US exporters to the Asia‐Pacific regionreported that their
exclusive/sole agents were experiencing problemswith parallel imports. Nearly 41 per cent …

We examine how constraints on transnational corporations' official distribution channels,
asset specificity, and bounded rationality of franchise dealers and parallel traders contribute …

This article examines the relationship of marketing ethics, as a subset of business ethics, to
international gray markets for consumer goods and, thus, addresses a gap in the gray …

Gray marketing is said to occur when authentic branded products reach the consumer
through marketing channels other than that of the authorized distributor (Weigand 1991) …