by Michael D. Smith and Brett Danaher — October 19, 2020
Writing for the Harvard Business Review, Academics Michael D. Smith (professor of information technology and marketing at Carnegie Mellon’s Heinz College and Tepper School of Business) and Brett Danaher (Assistant professor of economics and management science at Chapman University) examine the dilemma faced by copyright owners who must promote their creative works online while protecting their content from piracy. Reviewing 29 of the 33 peer-reviewed papers about piracy reducing legal sales, they conclude that there is significant economic harm to pirated titles and no significant benefit in any increase in sales from so-called “marketing” of the film in piracy channels.
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