Protecting Brands from Counterfeiting Risks: Tactics of a Total Business Solution. Journal of Risk Research, Vol. 24(9): 1141-1160, 2021.
Firms may employ different approaches to protect their products. Previous research has typologized the tactics that firms might use in differing ways; among these have been tactics associated with individual products, those undertaken with partners, and whether a tactic is internally or externally focused. Yet there has been no systematic consideration of all the tactics firms might employ in protecting their brands. This research seeks to identify all the tactics that firms might use in a total business solution to…