Cost‐Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies
Abstract
Global counterfeiting is escalating despite resistance by many parties. We identify three groups of stakeholders who have vested interests in either resisting or promoting counterfeiting. Among resistors to counterfeiting are national governments, international policymakers, and corporate intellectual property owners; among promoters are the counterfeiters themselves and many consumers. We argue that current supply‐side resistance approaches alone are inadequate; attention is also needed to resisting consumer promoters on the demand‐side of the market. Drawing from a review of the literature, we develop a new analytical framework which depicts complex interfaces between IP owners and consumers. A second framework presents actionable marketing strategies targeted to different consumer segments.
Keywords
Citation
Amine, L.S. and Magnusson, P. (2007), "Cost‐Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies", Multinational Business Review, Vol. 15 No. 2, pp. 63-86. https://doi.org/10.1108/1525383X200700008
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited