Abstract
Counterfeiting is an increasingly significant cost of international trade. Consumer complicity contributes to this cost of trade but is often overlooked in trade strategies. The authors identify and analyze the issue, providing specific tools for international executives to identify and counteract consumer complicity. Among the recommendations are how to demystify fakes, adopting creative supply chain solutions, countering complicity, and exposing the criminal aspects of counterfeit trade. Specific recommendations are made for trade in pharmaceutical products and film.
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