After
having conducted a web survey of 2,000 consumers in five countries -- Brazil, Russia, India, China and the United States -- the authors offer a five-point program to battle counterfeiters. The first
step is to develop better measures of understanding consumer involvement. The second is to identify successful "de-marketing" techniques. Pfizer, for example, launched a "regurgitated rat" campaign to
build awareness on the potential harm of fake drugs purchased over the Internet.
The last point is to use electronic warranty cards to ensure authenticity, which "will empower consumers to buy legitimate products and encourage them to steer clear from the dangers of buying from underground merchants."
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