“Brand Protection and Organizational Silos: Integrating Tactics And Firm Functions in the Fight Against Counterfeits” in Brand Protection and the Global Risk of Product Counterfeits: A Total Business Solution Approach. Cheltenham, UK: Edward Elgar, 78-103, 2022.
Previous research notes several strategies that firms may use to address product counterfeiting but offers few integrative approaches. Many current approaches are ‘siloed,’ with little interaction across functions. A total business solution for brand protection promotes a holistic approach that integrates and coordinates all parts of the firm for brand protection. To better understand the tactics that firms may use in a total business solution to brand protection, we asked 42 experts and practitioners to identify the tactics that a…