Brand protection across the enterprise: Toward a total-business solution
Jeremy M. Wilson and
Clifford A. Grammich
Business Horizons, 2020, vol. 63, issue 3, 363-376
Though counterfeit products pose a large and growing problem, brand owners may not always respond effectively. Corrective efforts may be scattered or reactive, with some brand owners not even recognizing the problem. Previous research has indicated a total-business solution, involving virtually all functions of the enterprise, can help address the problem in a more systematic and effective way. To better identify what a total-business solution might look like, we asked a sample of 42 respondents—33 brand-protection practitioners and nine other respondents with academic, service, or other perspectives—to identify all functions and tactics that might be associated with brand-protection efforts. Altogether, respondents identified 38 functions associated with 757 unique tactics among more than 1,300 total tactics. Using these data, we assessed the depth and breadth of each function. We also identified multiple functions that can together support a total-business solution, and our results can help managers engage these functions to protect their brands. Future work may gauge the extent to which firms actually incorporate these functions as well as how managers consider the value, breadth, and depth of each function in relation to their organizations.
Keywords: Brand protection; Counterfeit; Risk management; Crisis management; Intellectual property; Total-business solution; Supply-chain operations (search for similar items in EconPapers)
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