A Study on the antecedents and consequences of firm’s anti-counterfeiting strategies

• Main Authors: Pei-Chan Chou, 周佩嬋
• Other Authors: Yu-Shu Peng
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/97600144163706923189

碩士 === 國立東華大學 === 國際企業研究所 === 91 === The purpose of this exploratory study is aimed at exploring the antecedents and consequences of firm’s anti-counterfeiting strategies. In this study, the antecedents include firm size, capability of R&D, capability of marketing, brand awareness, and anti-counterfeiting experience. The anti-counterfeiting strategies were categorized into four dimensions, which include marketing oriented, cost-oriented, law-oriented, and innovation-oriented. The consequences include the improvement of financial performance and nonfinancial performance. In present study, 225 questionnaires were sent. 45.33% of questionnaires were returned. The 64 effective samples were collected from companies that listed in SEC and OTC in Taiwan. There are several main findings based on the empirical study. First, the capability of R&D is positively related to the marketing-oriented, law-oriented, and innovation-oriented strategies. Second, the capability of marketing is positively related to the marketing-oriented, law-oriented, and innovation-oriented strategies. Third, the brand awareness is positively related to the marketing-oriented and law-oriented strategies. Forth, the anti-counterfeiting experience is positively related to all of the anti-counterfeiting strategies. But, firm size doesn’t significantly affect all of the anti-counterfeiting strategies. As for improvement of performance, marketing-oriented and law-oriented strategies are both positively related to the improvement of financial performance. Marketing-oriented, law-oriented and innovation-oriented strategies are positively related to the improvement of nonfinancial performance.