دانلود رایگان مقاله تعامل شرکت با مصرف کنندگان در مبارزه علیه تقلب

Abstract

Counterfeit goods are rampant in today’s global business world. Original brand manufacturers usually appeal to governments, international organizations, distribution partners, and their own employees to fight counterfeits. This overlooks one important stakeholder: the consumer. However, eradicating counterfeiting cannot be accomplished without eliminating consumer demand. In this article, we describe how consumers have changed in the way they relate to and engage with brands and counterfeits. At the same time, the advent of new media and the Internet have not only opened new distribution channels–—particularly for counterfeits–—but also new waysto address and reach consumers. These changesin basic parameters call for a fresh look at consumer-directed anti-counterfeiting measures(CAMs). Based on a summary of extant literature and current managerial insights derived from 15 interviews with high-to low-end luxury brand protection expertsin Italy and Hong Kong, we suggest a portfolio of CAMs that (1) takes into account different consumers’ relationship with the brand and the counterfeit(weak to strong) and (2) differsin how actively the CAMs engage the consumers as partners against crime (low to high). At the end of the contribution, we offer practical suggestions and recommendations for action.

7. Where can we go from here? In this article, we tried to take a fresh look at the fight against counterfeits. Unlike what most managers may think, we strongly advocate engaging consumers more actively. The supply of counterfeits can only be pushed back if we find effective ways to curb demand. We have outlined a portfolio of consumer-directed anti-counterfeiting measures that consider the variety of relationships consumers currently have with originals and fakes, and attribute a more prominent and active role to consumers in the fight against fakes. While we do not claim exhaustivenessforthe CAMs we outlined, we considerthem directions toward novel thinking. Moreover, we strongly believe that to be successful, companies need an entire portfolio and an integrated implementation strategy of CAMs that, in an ongoing effort, addresses the different consumer segments through all sorts of channels.