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For many companies around the world counterfeiting is alarge and
growing problemCounterfeiting is currently estimated to cost the
globaleconomy $700 billion annually
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It has 3 different perspectives
1) Manufacturerers:
It is very difficult to identify how much counterfeit didlost to
the product
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Due to supply chain complexity there are many pointsduring
manufacturing and distribution process at whichcounterfeiting can
be introducedIf a given counterfeiting dump leaks in at
beginning,counterfeiting from the instalment could end up on
20different countries shelves
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When the word counterfeiting is used people
immediately think of two people getting hurta) Manufacturing of
legitimate productb) Consumer dumped into purchasing the fake
Consumers are often completely aware that what theyare
purchasing is not legitimate but they buy it becauseof substantial
benefits
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Due to technology counterfeiting is blowing easier everydayIt
has a huge profit marginPenalties for getting caught are few and
not substaintialenough to deter the counterfeiters
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The valve for organization that wish to maximize the resultof
their anti counterfeiting campaigna) Defensiveb) Direct return on
investmentc) offensive
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Due to defensive strategies it enables anyone in thevalve chain
to verify the product in the supply chain arein deed authentic
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In this the brand owners can be assured that they areonly liable
for genuine claims and intern positivelyimpact their anti
counterfeiting return on investmentIf this is not done than some
brand owners are forced topay customers for warranty on
counterfeiting claims oncounterfeiting products
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Some organization may garner a high margin from theircustomers
by guaranteeing that their premium brand isindeed authentic. For
this they have to build premiumbrandThis model is used in clothing,
electronics, automobilesetc.
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In Kodak experience:The first step is to develop a road map that
include planfor managing the risk associated with changeA senior
executive committee must be convinced todevelop and execute road
map
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Kodak builds a phase and gate process into this roadmap to
mitigate risk
The plan should be developed with in the phase andgate
context
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The plan should contain contingencies thus thisapproaches
enables the security solution to beimplemented in an accelerated
yet controlled manner
