Brand protection and the global risk of product counterfeits a total business solution approach
"Product counterfeits and other brand infringements represent a growing and substantial risk to firms, consumers, and society. While policing such illicit activity is important, there is much that firms can do to protect themselves and their customers. Grounded in field research and practice, t...
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| Format: | eBook |
| Language: | English |
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Northampton
Edward Elgar Publishing
2022, 2022
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| Online Access: | |
| Collection: | Edward Elgar eBooks Collection Business & Economics - Collection details see MPG.ReNa |
Table of Contents:
- Contents: Foreword by richard kaeser
- Preface
- Part I: Introduction to brand protection and the global risk of product counterfeits
- 1. The brand protector's dilemma and the total business solution / Jeremy M. Wilson
- Part II: Assessing the nature of product counterfeit risk
- 2. Building and optimizing a brand protection program: A total business solution model / Jeremy M. Wilson and Clifford A. Grammich
- 3. Risk management and risk assessment for brand protection / Sean O'Hearen
- 4. Combatting illicit trade: Understanding consumer motivations / Peggy E. Chaudhry and John Reiners
- Part III: Mitigating the risk of counterfeit products
- 5. Brand protection and organizational silos: Integrating tactics and firm functions in the fight against counterfeits / Jeremy M. Wilson and Clifford A. Grammich
- 6. Options for mitigating the risk of product counterfeits: Lessons from research and practice / Jeremy M. Wilson and Clifford A. Grammich
- 13. Calculating brand protection impact / John Carriero
- 14. The never-ending brand protection conundrum / Vivian Vassallo
- Part VI: Tenets of the total business solution
- 15. Implementation of a total business solution for brand protection: Core principles in theory and practice / Jeremy M. Wilson
- Index
- 7. Communicating the value of brand protection through a persuasive internal communications approach / Kami J. Silk, Brandon D.H. Thomas, Ashley Paintsil and Jeremy M. Wilson
- Part IV: Resource allocation for and measuring the value of brand protection programs
- 8. Counterfeiting and anti-counterfeiting costs: An application of cost of quality concepts / B. William Demeré, Karen L. Sedatole and Jeremy M. Wilson
- 9. Performance measurement for brand protection: A strategic scorecard approach / Sean O'Hearen
- 10. Determining the value of brand protection programs: Identifying and assessing performance metrics in brand protection / Jeremy M. Wilson, Clifford A. Grammich, B. William Demeré and Karen L. Sedatole
- Part V: The total business solution in practice
- 11. Brand protection: Creating an enforcement framework for action / Warren MacInnis
- 12. Product integrity for patient safety: A pfizer case study / Chanterelle Sung