Trade Secrets, a key factor in the successful internationalization of a world-class Italian drink: The Campari case

Núñez Viera, Marí­a Daniela

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dc.creator	Núñez Viera, María Daniela
dc.date	2020-06-18
dc.date.accessioned	2022-03-29T18:53:52Z
dc.date.available	2022-03-29T18:53:52Z
dc.identifier	http://www.revistarfjpuce.edu.ec/index.php/rfj/article/view/251
dc.identifier	10.26807/rfj.v7i7.251
dc.identifier.uri	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/155366
dc.description	In recent years, trade secrets have been gaining importance within the IP world. Successful stories where secrets are the core of a business’s success have inspired many companies to protect their valuable knowledge under secrecy instead of using other IPRs. One of the world’s most important trade secrets is Coca-Cola. However, there exists another secret recipe for the preparation of a famous bitter liquor called Campari. This unique, vibrant red drink became a contemporary icon of the Italian lifestyle and, more, a world-synonym of the “Made in Italy”. Famous cocktails such as the Negroni or James Bond’s Americano have contributed to expanding the popularity of Campari, which is now distributed in more than 190 countries and has more than 20 production plants worldwide. This paper aims to analyze Campari’s trade secret story and its crucial role in the transformation of a family business into one of the world’s major players in the alcoholic beverages industry. KEYWORDS: Law and economics, intellectual property, trade secrets, industrial development, competitive advantage. JEL CODE / CLASIFICACIÓN JEL: F14, O34	en-US
dc.description	RESUMENEn los últimos años, los secretos industriales han ido ganando importancia en el mundo de la propiedad intelectual. Varias historias exitosas donde los secretos comerciales son el núcleo del éxito empresarial han impulsado a que muchos negocios opten por proteger su información valiosa a través del secreto industrial en lugar de otros derechos de propiedad intelectual. Uno de los secretos comerciales más famosos del mundo es Coca-Cola, sin embargo, existe otra receta secreta para la preparación de un famoso licor con un particular gusto amargo llamado Campari. Esta bebida de color rojo intenso no solo se convirtió en un icono del estilo de vida italiano sino en un símbolo contemporáneo de la industria italiana misma. Cocteles mundialmente famosos como el Negroni o el Americano de James Bond han contribuido a expandir la popularidad de Campari, que actualmente se distribuye en 190 países y tiene más de 20 plantas de producción en todo el mundo. El objetivo del presente estudio es analizar la historia del secreto comercial de Campari y su papel como factor clave en la transformación de un negocio familiar, en una empresa líder mundial en la industria de las bebidas alcohólicas. ABSTRACTIn recent years, trade secrets have been gaining importance within the IP world. Successful stories where secrets are the core of a business’s success have inspired many companies to protect their valuable knowledge under secrecy instead of using other IPRs. One of the world’s most important trade secrets is Coca-Cola. However, there exists another secret recipe for the preparation of a famous bitter liquor called Campari. This unique, vibrant red drink became a contemporary icon of the Italian lifestyle and, more, a world-synonym of the “Made in Italy”. Famous cocktails such as the Negroni or James Bond’s Americano have contributed to expanding the popularity of Campari, which is now distributed in more than 190 countries and has more than 20 production plants worldwide. This paper aims to analyze Campari’s trade secret story and its crucial role in the transformation of a family business into one of the world’s major players in the alcoholic beverages industry. KEYWORDS: Law and economics, intellectual property, trade secrets, industrial development, competitive advantage. JEL CODE / CLASIFICACIÓN JEL: F14, O34	es-ES
dc.format	application/pdf
dc.language	spa
dc.publisher	Pontificia Universidad Católica del Ecuador - PUCE: Centro de Publicaciones y Dirección de Investigación	es-ES
dc.relation	http://www.revistarfjpuce.edu.ec/index.php/rfj/article/view/251/155
dc.rights	Derechos de autor 2020 Revista de la Facultad de Jurisprudencia RFJ	es-ES
dc.source	Revista Facultad de Jurisprudencia ´(Journal Faculty of Jurisprudence); No. 7: Journal of the Faculty of Jurisprudence; 296-318	en-US
dc.source	Revista Facultad de Jurisprudencia ; Núm. 7: Revista Facultad de Jurisprudencia ; 296-318	es-ES
dc.source	Revista Facultad de Jurisprudencia; N ° 7: Journal de la Faculté de Jurisprudence; 296-318	fr-FR
dc.source	Revista Facultad de Jurisprudencia; N. 7: Giornale della Facoltà di Giurisprudenza; 296-318	it-IT
dc.source	Revista Facultad de Jurisprudencia ; Nº 7: Jornal da Faculdade de Jurisprudência; 296-318	pt-BR
dc.source	2588-0837
dc.source	10.26807/rfj.v7i7
dc.subject	Law and economics	en-US
dc.subject	intellectual property	en-US
dc.subject	trade secrets	en-US
dc.subject	industrial development	en-US
dc.subject	competitive advantage	en-US
dc.subject	Italy	en-US
dc.subject	Derecho y economía	es-ES
dc.subject	propiedad intelectual	es-ES
dc.subject	secretos industriales	es-ES
dc.subject	crecimiento industrial	es-ES
dc.subject	ventaja competitiva	es-ES
dc.subject	Italia	es-ES
dc.title	Trade Secrets, a key factor in the successful internationalization of a world-class Italian drink: The Campari case	en-US
dc.title	Secretos Industriales, el factor clave en la exitosa internacionalización de una bebida italiana de clase mundial: Caso Campari	es-ES
dc.title	Industrial Secrets, le facteur clé de l'internationalisation réussie d'une boisson italienne de classe mondiale: le cas Campari	fr-FR
dc.title	Segreti industriali, il fattore chiave per l'internazionalizzazione di successo di una bevanda italiana di prim'ordine: il caso Campari	it-IT
dc.title	Segredos industriais, o fator chave para o sucesso da internacionalização de uma bebida italiana de classe mundial: o caso Campari	pt-BR
dc.type	info:eu-repo/semantics/article
dc.type	info:eu-repo/semantics/publishedVersion