Stratégies anti-contrefaçon des entreprises cosmétiques de luxe : accumulation versus valorisation du capital-savoir

In the branch of luxury cosmetics, counterfeiting is harmful to firms, in terms of image and profitability. Fighting it is hence an important economic stake. In this paper, we study the efficiency of technological innovation as an anti-counterfeiting strategy. Our objective is to determine to which extent is knowledge-capital accumulation an efficient anti-counterfeiting strategy for luxury cosmetic firms. Supporting our study with examples of the leading brands in the sector, such as Dior, Chanel or Yves Saint Laurent, we show that knowledge-capital accumulation is indeed largely used as an anti-counterfeiting strategy in parallel to the knowledge-capital valorisation strategies. JEL Codes: L20, L66, O32, O34