Secretos Industriales, el factor clave en la exitosa internacionalización de una bebida italiana de clase mundial: Caso Campari
| Autor | María Daniela Núñez Viera |
| Cargo | Independent legal researcher, https://orcid.org/0000-0001-7123-1883 |
| Páginas | 296-318 |
296
Revista de la Facultad de Jurisprudencia RFJ No.7 Junio 2020 pp. 296-318
Nuñez, M. Trade Secrets
Trade Secrets, a key factor in the successful
internationalization of a world-class Italian drink:
The Campari case
Secretos Industriales, el factor clave en la exitosa
internacionalización de una bebida italiana de clase
mundial: Caso Campari
Maria Daniela Núñez Viera
Master of Arts in International Trade and International Relations,
Universitá degli Studi di Palermo, Italy.
City: Ambato
Country: Ecuador
Original article (research)
RFJ, No. 7, 2020, pp. 296-318, ISSN 2588-0837
ABSTRACT: 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.
DOI: 10.26807/rfj.v7i7.251
297
Revista de la Facultad de Jurisprudencia RFJ No.7 Junio 2020 pp. 296-318
Nuñez, M. Trade Secrets
RESUMEN: En 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.
PALABRAS CLAVE: Derecho y economía, propiedad
intelectual, secretos i ndustria les, crecimiento industrial,
ventaja competitiva.
INTRODUCTION
Nowadays, IP occupies a central role in the development
and success of companies. For this reason, enterprises are
always looking for the best scheme to protect their valuable
knowledge. While many firms prefer traditional systems such
as trademarks, patents, and designs, some others prefer trade
secrets.
Secrecy is maybe the oldest way to protect valuable
information, and today it is gaining importance, thanks to the
diffusion of successful stories that have inspired businesses
to protect their valuable information as trade secrets instead
of using other IPRs. In this regard, the most famous case of a
worldwide successful trade secret is Coca-Cola and its 130-year-
old formula. However, there exists another secret recipe for
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