Evidence of Managerial Response to the Level of Consumer Complicity, Pirate Activity, and Host Country Enforcement of Counterfeit Goods: An Exploratory Study

Abstract

The major findings of this exploratory research are that a firm’s level of market commitment through future investments will increase in strategically important markets, regardless of high consumer complicity to purchase fake goods; that companies will employ additional anti‐counterfeiting tactics in markets with a high level of pirates and a high degree of enforcement of its intellectual property rights; and that companies employ a standardized approach of anti‐counterfeiting tactics targeted at consumers.

Citation

Chaudhry, P.E., Peters, J.R. and Zimmerman, A. (2009), "Evidence of Managerial Response to the Level of Consumer Complicity, Pirate Activity, and Host Country Enforcement of Counterfeit Goods: An Exploratory Study", Multinational Business Review, Vol. 17 No. 4, pp. 21-44. https://doi.org/10.1108/1525383X200900026