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Product counterfeiting has been ubiquitously observed in various segments of the supply chain. The intrinsic values of brands create more opportunities for counterfeiting. The damaging reputation of such brands leaves them to deal with the fallouts of counterfeits. Hence, such companies address them mainly through legal action, price and quality strategy. However, consumer characteristics and the random distribution of counterfeit products to the consumer types affect the effectiveness of a counter strategy. This paper aims to generate insights on how to leverage digital technology to curb counterfeit entities with consideration of consumer characteristics and the random distribution of counterfeits to them.

The authors used game theory and vertical differentiation model to understand and encounter deceptive counterfeiting of brand products. The study understands the economic relationship between a brand product manufacturer and consumer types based on their awareness. Further, the authors have considered different cases in the model to gain useful insights.

The results reveal that when the consumers are proactive, informed and value-conscious brand product manufacturers take digital technology counterstrategy to earn the maximum revenue. Hence, this analysis highlights that the effectiveness of a counterstrategy critically depends on the consumer characteristics, whether they are proactive, informed or unaware.

The study outlines that brand product manufacturers must emphasize on the digital supply chain, product redesign and product tracking facility to empower informed and value-conscious and proactive consumers. Moreover, the government should take steps to create awareness among uninformed consumers via information campaigns.

This paper incorporates the role of consumers and brand product manufacturers to understand and address the deceptive counterfeiting issue.

This chapter presents a typology, a comprehensive overview and a deconstruction of food counterfeits. In this chapter, common targets, defined by type of commodity, supply chain (node) and location, are identified based on incident reports and vulnerability assessments in global food supply chains. As a second step, the effects of counterfeiting on brand owners, consumers and governments are detailed, which is followed by the characterisation of the groups of buyers and suppliers. To comprehend the counterfeiting process and its most important factors in greater detail, counterfeiting is disassembled into and analysed for existing motivational drivers, opportunities and control measures. Lastly, various strategies are proposed to deter counterfeiting and disrupt these practices.

Pharmaceutical marketing, brand protection.

It could be used with the pharmaceutical marketing students and MBA students for analysing counterfeit medicines' menace in developing countries and positioning of a disruptive technology. The case could be used for marketing consultants, Brand managers and executive development programmes to explore issues such as protecting brands through technology, pharmaceutical packaging marketing, competitiveness of counterfeit drugs, global harmonisation.

Against the backdrop of rising menace of counterfeit drugs in developing countries, the case talks in particular about an innovative pharmaceutical packaging company. The company has developed a unique security technology called non-ClonableID™ which can enable products to be authenticated throughout the supply chain, thus protecting brands and preventing misuse. Despite a promising technology, it poses challenges regarding its adoption and commercial success.

Counterfeiting as an inevitable result of Globalization has become a global nuisance and has to be dealt at global level. Brand protection could be one of the lowest cost tools for pharmaceutical companies to restore public confidence in their products and themselves. While all methods for anti-counterfeiting are known to have short lives the menace still must be dealt with. For this, companies need to deploy anti-counterfeiting strategies that set up various layers of security.

Teaching note.

The purpose of this paper is to focus on the design of a counterfeit network analyzer (CNA) for aggregating all the problematic product flows in order to discover any counterfeit distribution source, and to control the spread of counterfeit goods. The analyzer leverages radio frequency identification (RFID) information stored within the electronic product code (EPC) network.

The system architecture of the proposed CNA is first discussed. A case study of the system application in a Hong Kong pharmaceutical manufacturing company then presents the adoption process and the challenges encountered in such technologies.

Compared with traditional approaches, the results show that the proposed RFID solution is reliable and is capable of discovering counterfeit distributions, as well as reducing the detection costs by means of higher product movement visibility within the supply chain.

A prototype system has been constructed and trial implemented in a pharmaceutical manufacturing company. It proved to be of benefit to the manufacturer who is able to deter product counterfeiting effectively and visualize real‐time supply chain data automatically.

The proposed CNA is designed to overcome issues of information invisibility, which is considered a huge cost lost in the identification of counterfeit products, loss of sales and reputation associated with the counterfeiting, and ineffective product authentication in the manufacturing industry. This paper contributes to the RFID research in the counterfeiting area by studying the feasibility and practicality of shifting the focus of product identification from the traditional package redesign solutions to the visualization of the movement of the product (i.e. product supply chain) via the use of RFID and EPC. Furthermore, a pharmaceutical manufacturing site provided a case study for discussing the advantages, critical issues for implementation of the RFID system, and lessons learned.

Most businesses strive to control the efficiency of their supply chains; however, luxury firms face additional challenges from counterfeit, gray market and copycat products. Blockchain technology can address these issues and enhance firms' supply chain management, guaranteeing the traceability and origin of luxury products. Therefore, this study aims to investigate the utility and contexts influencing the implementation of blockchain technology to optimize supply chain management and prevent fraud in the luxury industry.

The research uses a qualitative approach based on the grounded theory method. Data are collected by semi-structured interviews with 12 stakeholders working on blockchain applications in the luxury business sector.

Highlighting the problems faced by luxury brands' supply chains, this study presents blockchain technology as a solution for disintermediation, traceability and transparency in the luxury goods sector. The constraints faced by luxury brands incorporating this technology into their ecosystem include the knowledge gap, the multiplicity of third parties involved in the production process and bias toward short-term returns on investment.

Blockchains promote greater transparency and efficiency within supply chains, which builds consumer trust and improves brand revenue. Considering luxury brands' reluctance to adopt blockchains, this study suggests that luxury firms adopt a staggered implementation of private blockchain networks starting with a small number of third-party suppliers.

The purpose of this paper is to analyze the specificities of wine forgery today and to show the perspectives offered to the different stakeholders in the wine industry.

Owing to the technical aspects of this paper, a literature review based on academic papers (history) and articles coming from the professional press, internet websites and public organizations was made.

It was found that frauds have always existed. Forgers are constantly in search of new ways of counterfeiting wines. Producers have had to adapt to the various forms of counterfeiting, mainly by resorting to modern technology. As the traceability of great wines is becoming crucial, a new type of relationships between producers anxious to offer genuine estate wines and consumers anxious to drink the bottles they ordered has developed. This new constraint became a marketing opportunity for producers.

It was difficult to obtain official data (interviews or surveys) because of the sensitiveness of the topic.

This paper, which offers an inventory of the methods used by forgers to deceive customers, makes both producers and consumers aware of the extent of the problem. The counterfeiting phenomenon is dangerous for producers’ image and the technological changes are a tool allowing producers to protect their wine and reinforce their relationships with consumers.

This paper gives an overview of forgers’ ploys in France. It opens a discussion about perspectives for the different stakeholders while most of the research tends to focus on technical solutions and the analysis of specific affairs which received media coverage.

The purpose of this paper is to understand the role of resilience enablers in combating counterfeits in the medicine supply chain based on a Systematic Literature Review (SLR). The objective is also to help practitioners and scholars as the review revealed that little research has been conducted on selecting and implementing practices to improve resilience to counterfeiting.

Based on the literature review, a content analysis was performed for 84 selected papers to explore the potential relationship among resilience enablers and counterfeit anti-measures.

This paper contributes to Supply Chain Resilience (SCR) research by summarizing the highly fragmented literature concerning how to combat counterfeiting. The SLR indicated reengineering, collaboration, visibility, innovation, SCR culture and trust as six key enablers to combat counterfeit medicines and identified literature gaps. Moreover, the paper discusses other resilience enablers which have been less studied in the literature and shows new avenues of research.

This paper is limited in that it is an exploratory literature review and focuses only on three databases over the past 15 years. Furthermore, counterfeit is a rapidly evolving issue and anti-measure studies require frequent surveillance concerning new discoveries.

The main contribution of this paper is to provide a better understanding of enablers most often associated with counterfeit anti-measures, which, therefore, might help to increase resilience to counterfeit medicines. Moreover, research gaps involving enablers less associated with anti-measures are presented.

Trade in counterfeit goods is perceived as a substantial threat to various industries. No longer is the emergence of imitation products confined to branded luxury goods and final markets. Counterfeit articles are increasingly finding their way into other sectors, including the fast‐moving consumer goods, pharmaceutical, and automotive industries – with, in part, severe negative consequences for consumers, licit manufacturers, and brand owners alike. This paper seeks to shed light on the economic principles of counterfeit trade and the underlying illicit supply chains.

An extensive literature review was conducted that comprised contributions from different strands of management research.

Though governments as well as management have clearly identified the problem, very little is known – both in practice and theory – about the mechanisms and structure of the illicit market, the tactics of counterfeit producers, consumer behavior with respect to imitation products and the financial impact on individual companies. The diversity of the counterfeit phenomenon underlines the need for further research in this area and the development of company‐specific measures for fighting product piracy.

The clandestine nature of the counterfeit market limits direct accessibility to the phenomenon. Consequently, the existing body of literature does not necessarily cover all aspects of counterfeit activities. The review helps to highlight existing research gaps but may not be able to identify additional aspects of the phenomenon that, thus far, have not been deemed relevant.

The paper critically reviews the current state of research across different management‐related disciplines. From an academic perspective it may serve as a starting point for a future research agenda that addresses the current knowledge gaps. From a practitioner's perspective it is helpful for understanding the relevant influence factors and for developing appropriate, state‐of‐the‐art counterstrategies.

The purpose of this paper is to design a game theory based model that not only provide theoretical basis to control brand counterfeiting, but it also provide a mechanism to enhance brand revenue.

This study used the dynamic game theory of incomplete information to understand and encounter the brand counterfeiting issues. The study analyzed the economic relationship of legitimate brand, counterfeiter and consumers using mixed strategy of the dynamic game theory of incomplete information.

The results have indicated that brands those take countermeasures to reduce counterfeiting earn maximum revenue, even when the legitimate brands and consumers are unaware from the actions of counterfeiting firms, the legitimate brands should take countermeasures to reduce counterfeiting to earn maximum revenue, and there exists optimal anti-counterfeiting cost for the legitimate brand. Further, this study provides theoretical basis where brand managers can decide to adopt or not to adopt anti-counterfeiting strategy, and also indicate the consequences of each decision.

Based upon the findings, the study put forward valuable managerial implications. The study revealed that the legitimate brand must emphasize on the significance of taking countermeasures against counterfeiter and also, brand managers should focus on making product traceable, empowering the consumer and ensuring coordination with government officials to control the counterfeiting issues.

This paper incorporates the role of legitimate brand, counterfeiter and a consumer to establish the dynamic game theory model using mixed strategy to understand and address the counterfeiting issues in the global market.

The purpose of this paper is to present a structured framework whose objectives are to identify, analyse and eliminate fashion-luxury supply chains inefficiencies.

A Lean Manufacturing tool, the 5-Whys Analysis, has been used to find out the root causes associated with the problem identified from a data analysis of production orders of a fashion-luxury company. A case study, which explains the methodology and illustrates the capability of the tool, is provided.

This tool can be considered a suitable instrument to identify the causal factors of inefficiencies within luxury supply chains, suggesting potential countermeasures able to eliminate the problems previously highlighted. In addition, enabling technologies that deal with Industry 4.0 are associated with the root causes to enable further improvement of the supply chain.

The effectiveness and practicality of the tool are illustrated using an industrial case study concerning an international Italian signature in the world of fashion-luxury footwear sector.

This framework provides practitioners with an operative tool useful to highlight where the major inefficiencies of fashion-luxury supply chains take place and, at the same time, individuates both the root causes of inefficiencies and the corresponding corrective actions, even considering Industry 4.0 enabling technologies.