Anti-Counterfeiting Strategy Unfolded A Closer Look to the Case of a Large Multinational Manufacturer

We examine in detail how one large mobile phone manufacturer develops its anti-counterfeit strategy and seizes counterfeit products on the market. We couple qualitative data (observations from 150 counterfeit sales points worldwide, two focus groups, a survey with 151 respondents, interviews with 90 informants) with econometric analysis of 3,333 fights the focal firm undertook against more than 2,000 counterfeiters in 75 countries over six years (2006-2011). We focus on firm’s seizure of counterfeit products when consumers’ safety is at risk. As the firm is more sensitive to product safety than counterfeiters, we found that the firm generally performs larger seizures when unsafe products are involved, but this is less true in the firm’s main market, likely because higher profitability offers higher incentives to counterfeiters.