The Emergence of Counterfeit Trade: A Literature Review
Journal
European Journal of Marketing
ISSN
0309-0566
ISSN-Digital
1758-7123
Type
journal article
Date Issued
2009-04-01
Author(s)
Abstract
Purpose - Trade in counterfeit goods is perceived as a substantial threat to various indus-tries. 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, in-cluding the fast-moving consumer goods, pharmaceutical, and automotive industries - with, in part, severe negative consequences for consumers, licit manufacturers, and brand owners alike. This contribution seeks to shed light on the economic principles of counterfeit trade and the underlying illicit supply chains.
Design/methodology/approach - An extensive literature review was conducted that comprises contributions from different strands of management research.
Findings - 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 imita-tion products and the financial impact on individual companies. The diversity of the counter-feit phenomenon underlines the need for further research in this area and the development of company-specific measures for fighting product piracy.
Research limitations/implications - 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. This 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.
Originality/value - 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 practi-tioner's perspective it is helpful for understanding the relevant influence factors and for de-veloping appropriate, state-of-the-art counterstrategies.
Design/methodology/approach - An extensive literature review was conducted that comprises contributions from different strands of management research.
Findings - 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 imita-tion products and the financial impact on individual companies. The diversity of the counter-feit phenomenon underlines the need for further research in this area and the development of company-specific measures for fighting product piracy.
Research limitations/implications - 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. This 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.
Originality/value - 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 practi-tioner's perspective it is helpful for understanding the relevant influence factors and for de-veloping appropriate, state-of-the-art counterstrategies.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Emerald
Publisher place
Bradford
Volume
43
Number
3/4
Start page
320
End page
349
Pages
30
Subject(s)
Division(s)
Eprints ID
41548