The case-only version of the HBR case study is primarily for the teaching purpose. Moreover the commentary-only version and complete case study is the Reprint R0810Z and the Reprint R0810A respectively. Being the CEO of Ruffin, Bill Bronson is highly determined to stop the growing presence of his company’s gear and clothing counterfeits. He hired the most experienced investigators in order to get to the bottom of the problem, invested in technology to help differentiate the duplicates from the originals and communicated the importance of banning the sale of copies to the online vendors. Despite such huge investments, the problem is still on the rise. One of the three experts, Giorgio Brandazza shared a similar experience at Calvin Klein and stated that strengthening the brand is the only way to mitigate the problem on hand. He specifically targeted this promotion to take place in areas where the fakes are more prominent. Single brand stores are going to play a key role in this process by assuring the customers of the brand’s credibility and inculcating strong relationships simultaneously. J. Merrick, the president of Victorinox suggests that Ruffin must take advantage of the customs and border patrol officers, only when the company effectively communicates the consignee and consignor’ relevant data. Candace S. Cummings, the general counsel of VF Corporation, emphasizes the importance of tightening the controls at the company’s supply chain and distribution end. This involves a careful inspection of the brand’s manufacturers and distributers.
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