CASE STUDY SEVEN

1. Why was Tony Mortel told to remove the word Ugg from his shop window
Tony Mortel was told to remove the word "Ugg" from his shop window because the
trademark for the word "Ugg" is owned by Deckers Outdoor Corporation, a California-
based conglomerate. Deckers acquired the trademark in 1995 when it purchased Ugg
Holdings Inc., a company that had been selling sheepskin boots under the "Ugg" name
since the 1970s.
Mortel, who has been making and selling sheepskin boots in Australia for over 45 years,
argued that the word "Ugg" is a generic term for sheepskin boots and that he has the right
to use it. However, Deckers argued that it has spent millions of dollars advertising and
promoting the "Ugg" brand and that it has a legitimate interest in preventing other
companies from using the name.
The case is still ongoing, but Deckers has been successful in getting some Australian
companies to stop using the word "Ugg." In 2009, Mortels was ordered by a court to
remove the word "Ugg" from his shop window and from his company's website. He has
also been banned from selling Ugg boots on eBay.
The controversy over the trademark for the word "Ugg" is a complex one. On the one
hand, it is understandable that Deckers would want to protect its investment in the "Ugg"
brand. On the other hand, it is also understandable that Australian companies would feel
that they have a right to use a term that has been in common use in Australia for many
years.
The outcome of the case is likely to have a significant impact on the sheepskin boot
industry in Australia. If Deckers is successful in enforcing its trademark, it could force
many Australian companies out of business. However, if the court rules in favor of the
Australian companies, it could set a precedent that would allow other companies to use
generic terms as trademarks.
2. What is the intellectual property in this case

The intellectual property in the Ugg case is the trademark for the word "Ugg". A
trademark is a word, phrase, symbol, or design that is used to identify and distinguish the
goods or services of one party from those of others. In this case, the trademark "Ugg" is
used to identify and distinguish sheepskin boots made by Deckers Outdoor Corporation.

To be registered as a trademark, a mark must be distinctive. This means that it must be

capable of distinguishing the goods or services of one party from those of others. In the
case of the word "Ugg", there is a dispute about whether the mark is distinctive. Deckers
argues that the mark has become distinctive through its use and promotion, while the
Australian companies argue that the mark is a generic term for sheepskin boots and that it
is not distinctive.
The outcome of the case will depend on whether the court finds that the word "Ugg" is
distinctive. If the court finds that the mark is distinctive, then Deckers will be able to
prevent other companies from using the mark to sell sheepskin boots. However, if the
court finds that the mark is not distinctive, then other companies will be free to use the
word "Ugg" to sell sheepskin boots.

The case is still ongoing, but it has the potential to have a significant impact on the
sheepskin boot industry in Australia. If Deckers is successful in enforcing its trademark, it
could force many Australian companies out of business. However, if the court rules in
favor of the Australian companies, it could set a precedent that would allow other
companies to use generic terms as trademarks.
 CASE STUDY EIGHT

1. Which innovation strategy did Atari follow in the 1970s?

Atari followed a disruptive innovation strategy in the 1970s. This means that they introduced
new products and services that were cheaper, simpler, and more convenient than the existing
products and services. In the case of Atari, this meant introducing the Video Computer
System (VCS), or Atari 2600, a home video game console that was much cheaper and easier
to use than the arcade games that were popular at the time.The Atari 2600 was a huge
success, and it helped to make video games a mainstream entertainment product. Atari's
disruptive innovation strategy was a key factor in their success.

Here are some of the key features of Atari's disruptive innovation strategy:

 Focus on low-cost: Atari focused on making their products as affordable as possible.

This made them accessible to a wider range of consumers.
 Simplify the user experience: Atari made their products as easy to use as possible.
This made them more accessible to people who were not familiar with video games.
 Improve the value proposition: Atari's products offered a better value proposition
than the existing products and services. This made them more attractive to consumers.
Atari's disruptive innovation strategy was a major factor in its success in the 1970s. It is a
strategy that has been used by other companies to achieve success in a variety of
industries.

2. What was Atari's business model? How influential has this model been?
Atari's business model was based on the manufacturing and selling of home video
game consoles, developing and publishing video games for its consoles, licensing its
intellectual property to other companies, and offering subscription services. The
company's business model was successful in the 1970s and 1980s, but it began to face
challenges in the 1990s due to the increasing competition in the video game industry
and some strategic errors made by the company. Atari filed for bankruptcy in 1992,
but it was later acquired by several different companies and has since re-emerged. The
company is currently focused on developing and publishing mobile games.
Here are some of the key factors that contributed to Atari's success in the 1970s and
1980s:
 Atari was a pioneer in the home video game market and its products were often more
innovative than those of its competitors.
 Atari had a strong brand name that was associated with quality and innovation.
  Atari was a master of marketing and its products were often featured in popular
magazines and television shows.
 Atari had a strong distribution network that allowed it to get its products into stores all
over the world.
However, Atari also made some mistakes that contributed to its decline in the 1990s:
 Atari became complacent and stopped innovating, which allowed its competitors to
catch up.
 Atari's management was often incompetent and made poor decisions that hurt the
company.
 Atari was plagued by financial problems, which made it difficult to invest in new
products and marketing.
Despite its decline, Atari is still a major player in the video game industry. The
company has re-emerged and is currently focused on developing and publishing
mobile games. It remains to be seen whether Atari can regain its former glory, but the
company has a rich history and a strong brand name that could help it succeed in the
future.

Atari's business model has been influential in the video game industry. Many other
companies have adopted a similar model, which involves selling hardware (consoles) and
software (games) and licensing intellectual property. This model has been successful because
it allows companies to generate revenue from multiple sources.
Here are some of the companies that have adopted Atari's business model:
 Nintendo
 Sony
 Microsoft
 Sega
 Electronic Arts
 Activision Blizzard
 Ubisoft
 Take-Two Interactive

These companies have all been successful in the video game industry, and their success is due
in part to their adoption of Atari's business model. Atari's business model has also been
influential in other industries. For example, many companies that sell smartphones and tablets
have adopted a similar model, selling hardware (devices) and software (apps) and licensing
intellectual property. This model has been successful in these industries because it allows
companies to generate revenue from multiple sources.
Overall, Atari's business model has been influential in the video game industry and other
industries. It is a model that has been successful for many companies, and it is likely to
continue to be used in the future.