Author:
Hoecht Andreas,Trott Paul
Abstract
Purpose
– The production and sale of counterfeit products is big business in the international economy. Nowhere is this more evident than in China. This paper aims to review the anti-counterfeiting strategies that have been identified in the literature on counterfeiting.
Design/methodology/approach
– The paper takes the form of a literature review.
Findings
– This paper reviews 11 anti-counterfeiting strategies that have been suggested by relevant literature and has identified some of the success conditions. It also finds that firms should seek to take a longer-term view and to protect their technology-based competitive advantage. This is already happening: Japanese blue chip companies have begun to relocate sensitive R&D and high-tech manufacturing away from risky locations and back to Japan.
Research limitations/implications
– The paper shows that the dominant legal enforcement (perspective) approach has been of limited success and explains the reasons for its failure.
Practical implications
– The paper concludes that anti-counterfeiting strategies should be seen as complementary rather than as mutually exclusive and that in the long run, as countries get more technologically advanced, governments will develop a strong self-interest in tackling the counterfeit problem themselves.
Originality/value
– The paper provides a systematic discussion of alternative anti-counterfeiting strategies that have been suggested by the literature and explores their success conditions in some detail.
Reference106 articles.
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(1991), Managing Brand Equity, The Free Press, New York, NY.
2. ACG
(2007), “The anti-counterfeiting group: campaigning against the trade in fakes”, available at: www.a-cg.com/ (accessed September 2007).
3. Albers-Miller, N.D.
(1999), “Consumer misbehavior: why people buy illicit goods”, Journal of Consumer Marketing, Vol. 16 No. 3, pp. 273-287.
4. Anderson, J.
(1999), “The campaign against dangerous counterfeit goods”, ICPR, Vol. 476-477, pp. 56-59.
5. Bale, H.
(1998), “The conflict between parallel trade and product access and innovation: the case of pharmaceuticals”, Journal of International Economic Law, Vol. 1, pp. 637-653.
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