Intellectual Property Protection and Enforcement Manual - Ipr-policy.eu
Intellectual Property Protection and Enforcement Manual - Ipr-policy.eu
Intellectual Property Protection and Enforcement Manual - Ipr-policy.eu
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Br<strong>and</strong> <strong>Protection</strong> <strong>Manual</strong><br />
Xerox Corporation<br />
Xerox Corporation is the world’s leading document management technology <strong>and</strong><br />
services enterprise. Headquartered in Norwalk, Connecticut, it has 57,400 employees<br />
<strong>and</strong> is ranked in the top half among the Fortune 500 companies worldwide.<br />
A $17 billion company, Xerox provides the document industry’s broadest portfolio of<br />
offerings. Digital systems include color <strong>and</strong> black-<strong>and</strong>-white printing <strong>and</strong> publishing<br />
systems, presses <strong>and</strong> book factories, multifunction devices, laser <strong>and</strong> solid ink network<br />
printers, copiers, <strong>and</strong> fax machines. Xerox’s services expertise is unmatched <strong>and</strong> includes<br />
helping businesses develop online document archives, analyzing how employees can<br />
most efficiently share documents <strong>and</strong> knowledge in the office, operating in-house print<br />
shops or mailrooms, <strong>and</strong> building Web-based processes for personalizing direct mail,<br />
invoices, <strong>and</strong> brochures. Xerox also offers associated software, support, <strong>and</strong> supplies<br />
such as toner, paper, <strong>and</strong> ink.<br />
Counterfeiting is of significant concern to Xerox. However, it is after-sale parts <strong>and</strong><br />
materials, rather than new products, that pose the most serious problems. Few wrongdoers<br />
try to “copy a copier” or steal one; but it’s relatively common to try <strong>and</strong> infiltrate<br />
the aftermarket supply chain with fake or diverted supplies. According to George Parry,<br />
Xerox’s Security Manager of Br<strong>and</strong> <strong>Protection</strong>, scam artists pilfer or counterfeit a variety<br />
of supplies (particularly items that involve regular replenishment, such as toner) <strong>and</strong><br />
then resell them to unwary distributors, end users, or repair agents. Counterfeiters have<br />
even been known to “seed” a shipment—i.e., put a layer of a legitimate product on top<br />
of multiple rows or cartons of a fake product.<br />
Illegal activities like these clearly hurt a company, its profits, its workers, <strong>and</strong>, most of<br />
all, its customers. Xerox is most concerned about its customers, since faulty aftermarket<br />
products often perform badly <strong>and</strong> may even damage the machines in which they have<br />
been installed. Downtime, poor-quality output, frustrated consumers, <strong>and</strong> loss of<br />
confidence in Xerox are the inevitable results.<br />
Copy the Leader<br />
As an industry leader, Xerox is a major target for counterfeiters <strong>and</strong> black marketers.<br />
To respond, Xerox has integrated its global supply chain security. “The most important<br />
thing,” explains Parry, “is a formalized effort.” This gives the Br<strong>and</strong> Security team a<br />
voice to profile the problem in business terms, articulate responses based on business<br />
benefit, <strong>and</strong> solicit buy-in from C-level personnel.”<br />
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