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can knockoffs knock out your business推荐.pdf

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can knockoffs knock out your business推荐

HBR CASE S TUDY AND C OMMENTARY How far should Can Knockoffs Knock Bill take his campaign against Out Your Business? counterfeiting? Th ree commentators offer by Paul F. Nunes and Narendra P. Mulani expert advice. • Reprint R0810A Counterfeiting of Ruffin products is on the rise. The company’s CEO is obsessed with putting a stop to it. How far should he go? HBR CASE S TUDY Can Knockoffs Knock Out Your Business? by Paul F. Nunes and Narendra P. Mulani . D E Splinters of wood ﬂew in all directions as the terfeiters beyond street-level vendors still V R E S battering ram crashed through the bolted required months of work—and, on occasion, E R S warehouse door. The police cordon surround- some assistance from individuals like Ted. T H G I ing the building waited nervously as Hong For this case, Ted had stalked a ring of crimi- R L L Kong’s elite special unit swarmed inside, shout- nals from a mall bust in northern Georgia, A . N O ing w