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.
Keywords
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited