Combating copycatting from emerging market suppliers in global supply chains

Abstract We examine how different strategies can be used to protect global manufacturers from the prevalent issue of supplier copycatting in emerging markets. In particular, using a game‐theoretical model, we consider a manufacturer that sells a product to an emerging market, which requires the completion of multiple tasks. The manufacturer can perform any of these tasks in‐house or outsource any of them to an emerging market supplier. The former approach carries a higher cost, while the latter puts the manufacturer's intellectual property (IP) at risk of supplier copycatting. Either the manufacturer or the emerging market government can exert enforcement effort to protect the IP rights within the supply chain. Our results show that, surprisingly, there are cases where the manufacturer should outsource fewer tasks when in‐house production is more costly. Further, even though the supplier is the target of the enforcement, we show that the manufacturer's enforcement effort can help the supplier but hurt customers and the emerging market. Concerning whether the government or the manufacturer should take responsibility for IP protection, we recommend that the government enforce IP protection when the manufacturer has a weak brand quality and that the manufacturer enforce IP protection when it has a strong brand. This managerial insight provides a theoretical framework for the recent practitioners’ debate about who should be responsible for protecting IP rights within the supply chain.