EUROPEAN PATENT LAWS AND DECISIONS: IMPLICATIONS FOR MULTINATIONAL MARKETING STRATEGY Available to Purchase

Marketing executives face numerous hurdles in introducing new products into foreign markets. This article examines the difficulties multinational firms face in patenting new products in the EEC, the difficulties they face in protecting those patents, and the steps the EEC has taken to facilitate or hinder that protection through treaties and litigation. Finally, the article discusses marketing strategy implications of the patent treaties and litigated cases.