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Reconfiguring the Marketing Mix to Counter the Counterfeits in the Global Arena

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Emerging Issues in Global Marketing

Abstract

Different strategies have been proposed to counter the global trade in counterfeits, but there is a dearth of the conceptual framework, which coherently organizes the varied anti-counterfeit interventions. In the present article, we employ the construct of marketing mix and extend it further to organize various anti-counterfeiting tactics into a holistic framework. We attempt to answer: how – and to what extent – can the companies reconfigure their marketing mix so that it is tough for the counterfeiters to make and sell the inexpensive replications of their original creations? The present article makes a contribution by reconfiguring the traditional marketing mix for bringing together disparate anti-counterfeiting tactics at the center stage of designing the marketing program.

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Authors and Affiliations

  1. LM Thapar School of Management, Thapar University, Patiala, India

    Karminder Ghuman

  2. University of South Florida in St. Petersburg, St. Petersburg, FL, USA

    Hemant Merchant

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  1. Karminder Ghuman
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Correspondence to Karminder Ghuman .

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Editors and Affiliations

  1. Haskayne Research Professor & Full Professor of Marketing at the Haskayne School of Business, University of Calgary, Calgary, Alberta, Canada

    James Agarwal

  2. Faculty of Business & Information Technology, University of Ontario Institute of Technology, Oshawa, Ontario, Canada

    Terry Wu

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Ghuman, K., Merchant, H. (2018). Reconfiguring the Marketing Mix to Counter the Counterfeits in the Global Arena. In: Agarwal, J., Wu, T. (eds) Emerging Issues in Global Marketing. Springer, Cham. https://doi.org/10.1007/978-3-319-74129-1_7

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