When trademarks drive business: The Lacoste experience

An often-discussed issue in the trademark world is the level of board engagement with the IP function. For some organisations, attaining senior management buy-in can be a struggle, for others – particularly in brand led businesses – management places trademarks at the center of its business strategy. The latter is the case at Lacoste SA, as Michel Lacoste, chairman of the board, told WTR.

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