In his previous work, Yano defined market quality as a market performance measure combining efficiency and fairness. His theory states that market quality is supported by well-coordinated market infrastructure, including laws, rules, and compliance as well as more basic factors such as culture, morals, and ethics. Focusing on the free-riding aspect of technology diffusion from the North to the South, this study demonstrates that market quality in the South can be supported by the coordination of the South's intellectual property law and its basic morals towards honoring intellectual property developed in the North.