Jeremy Wilson, Clifford Grammich and Fiona Chan, 2016

Product counterfeiting represents a large, growing risk to many global firms, albeit one whose dimensions are not easily measured. While firms increasingly recognize the need to address the threat of counterfeiting, there has been little research, typically highly specific case studies, on how they do so. To advance analysis of how firms respond to product-counterfeiting issues, we interviewed representatives of 10 large global firms providing goods and services in a wide variety of industries. Our interviews covered organization for brand protection, measurement of counterfeiting and its effects, practices the organization uses for brand protection, success of brand-protection efforts and other issues related to brand-protection efforts.

This article was published in Journal of Brand Management. Subscription may be required to view article. 

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