Wilson, J. M., & Sullivan, B. A. (2016). Brand owner approaches to assessing the risk of product counterfeiting. Journal of Brand Management, 23(3), 327-344. doi:10.1057/bm.2016.10 https://link.springer.com/article/10.1057/bm.2016.10
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.