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Brand owner approaches to assessing the risk of product counterfeiting

Author

Listed:
  • Jeremy M Wilson

    (Center for Anti-Counterfeiting and Product Protection, School of Criminal Justice, Michigan State University)

  • Brandon A Sullivan

Abstract

Product counterfeiting is an ongoing problem whose complexity makes it difficult to be assessed. Although many organizations have estimated its extent, their measurements often have methodological shortcomings. Brand owners are working with industry organizations to improve these measurements. In this study, we use interviews with brand owners in various industries to identify practices and challenges for measuring the extent of product counterfeiting.

Suggested Citation

  • Jeremy M Wilson & Brandon A Sullivan, 2016. "Brand owner approaches to assessing the risk of product counterfeiting," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 327-344, May.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:3:d:10.1057_bm.2016.10
    DOI: 10.1057/bm.2016.10
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    References listed on IDEAS

    as
    1. Alan Zimmerman & Peggy Chaudhry, 2009. "The Economics of Counterfeit Trade," Springer Books, Springer, number 978-3-540-77835-6, July.
    2. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, July.
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    Cited by:

    1. Wilson, Jeremy M. & Grammich, Clifford A., 2020. "Brand protection across the enterprise: Toward a total-business solution," Business Horizons, Elsevier, vol. 63(3), pages 363-376.
    2. Nikolaus Thumm & Vincenzo Butticè & Federico Caviggioli & Chiara Franzoni & Giuseppe, Scellato, 2018. "Impact of counterfeiting on the performance of digital technology companies," JRC Working Papers on Digital Economy 2018-03, Joint Research Centre.
    3. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    4. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    5. Butticè, Vincenzo & Caviggioli, Federico & Franzoni, Chiara & Scellato, Giuseppe & Stryszowski, Piotr & Thumm, Nikolaus, 2020. "Counterfeiting in digital technologies: An empirical analysis of the economic performance and innovative activities of affected companies," Research Policy, Elsevier, vol. 49(5).
    6. Francesco Rullani & Karin Beukel & Matteo De Angelis, 2021. "Anti‐counterfeiting strategy unfolded: A closer look to the case of a large multinational manufacturer," Strategic Management Journal, Wiley Blackwell, vol. 42(11), pages 2084-2103, November.

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