Perspectives
In the following “Perspectives” position papers, the staff of Keegan & Company present on a variety of critical topics in marketing, consumer survey methodology, trademarks and intellectual property, and other fields. Check back often for new and updated articles.
Perspectives Vol. 1: How Much Effort is “Best Efforts”?
In this position paper, Dr. Keegan and Mr. Donato look at the prevalence and meanings of best efforts clauses in existing contracts and offer insight into the use of best efforts language in new contracts. PDF
Perspectives Vol. 2: Measuring the Consumer Loss Attributable to Untruthful Marketing Communication
Untruthful marketing can hurt consumers who believe the messages received from brand owners and buy those brands. In this article, Dr. Seggev discusses the calculation of damages associated with untruthful marketing communications. PDF
Perspectives Vol. 3: Assessing “Continuing Commercial Impression” in Tacking Litigation
This position paper discusses the issues surrounding tacking litigation and presents a methodology developed by Dr. Seggev which offers a sound approach to estimating continuing commercial impression in tacking cases. PDF
Perspectives Vol. 4: What is the Business Value of a Trade Secret?
“Trade Secret” is a term that is appearing ever more frequently in complex business litigation. In this rticle, Dr. Keegan and Mr. Donato discuss the benefits of using a qualified business expert in a trade secrets case. PDF
Note
What is the Business Value of a Trade Secret? (pdf?)