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Product cover image for Randy Hetrick and TRX: Protecting Intellectual Property Rights (A)

Randy Hetrick and TRX: Protecting Intellectual Property Rights (A)

Susan Harmeling

Product #:SCG-549
Supplier:Lloyd Greif Center - USC
Discipline:Entrepreneurship
Setting:United States, California
Details:Case (PDF) • 7 pages • 2019-01-22

Subjects:

Intellectual propertyStrategyPatentsBusiness law and ethicsEntrepreneurship

Industries:

Media, entertainment, and professional sports

Geography:

United StatesCaliforniaNorth America
Your Price:$9.71

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This case describes the challenges involved in protecting the intellectual property (IP) rights of TRX, a company that sells a proprietary exercise system called the Total-body Resistance Exercise System based on Suspension Training. After six years of steady revenue growth, TRX’s revenues flattened out, largely due to counterfeit and knock-off products being sold online. Should TRX sue a knockoff product manufacturer that is aggressively stealing TRX’s business by producing a low-quality copy of the product and selling it online at a reduced price?

Learning Objectives

To review the personnel and product-oriented success factors driving revenue growth of a new business, as well as the challenges involved in marketing the new product.

To explore the drivers, consequences, and management of counterfeiter IP infringement.

To understand the issues to consider regarding whether to file a lawsuit against an IP infringer, and, if there are multiple infringers, which one to sue.
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Case Study: Randy Hetrick and TRX: Protecting Intellectual Property Rights (A) (English version) | Ivey Publishing