On the Counterfeiting Battlefield: Protecting Firms Identity by Controlling Markets and Reputation

Karin Beukel, Francesco Rullani

    Research output: Contribution to conferencePaperResearchpeer-review

    Abstract

    The protection of firms' identity is one of the main problems raised by the diffusion of counterfeit products. Firms protect their identity by fighting counterfeiters in their main and ancillary markets, as well as against diffusion of dangerous counterfeit products that can damage their brand and reputation. We describe the strategies of the firm and of the counterfeiters in these two contexts, and test our hypotheses using a unique dataset reporting 3333 battles taken by a high-tech firm against more than 2000 counterfeiters in 75 countries over a 6-year period. We find broad support for our hypotheses on the strategic behavior of the firm and of the counterfeiters, highlighting the difficulties firms find in protecting their main markets, and their advantages in limiting the diffusion of dangerous counterfeit products
    Original languageEnglish
    Publication dateJun 2013
    Number of pages38
    Publication statusPublished - Jun 2013
    EventThe 35th DRUID Celebration Conference 2013: Innovation, Strategy and Entrepreneurship: Competitiveness and Dynamics of Organizations, Technologies, Systems and Geography - ESADE Business School, Ramon Llull University, Barcelona, Spain
    Duration: 17 Jun 201319 Jun 2013
    Conference number: 35
    http://druid8.sit.aau.dk/registrant/index/login/cid/13

    Conference

    ConferenceThe 35th DRUID Celebration Conference 2013: Innovation, Strategy and Entrepreneurship
    Number35
    LocationESADE Business School, Ramon Llull University
    CountrySpain
    CityBarcelona
    Period17/06/201319/06/2013
    OtherThe DRUID Society Conference 2013
    Internet address

    Cite this