The fact that the country's huge social instability and unemployment rate is somewhat alleviated by counterfeiting also encourages the police to ignore the problem. Pfizer adopted a 4-prod approach to their problem - and this is actually a recommendation for all companies to adopt as means of problem-resolution:

the problem was delineated

Investigation was conducted into the extent of the problem

Plans were brainstorming

A specific plan was adopted and implements.

Their first step was to the problem in specifications and depth. Thorough investigation was conducted into all aspects of the problem in order to arrive at causes and to brainstorm possible solutions as well as to see which solutions had been effective in the past and which would have to be modified.

Pfizer's next step was to brainstorm ideas and draft plans. Their plans included distributing a draft plan that would deal with counterfeiting of company products in China. The plan specified 7 goals with each addressing a different Pfizer division. Being, too that piracy was encouraged and enabled by government officials, Pfizer recognized that the assistance of the Chinese government needed to be solicited in their fight against piracy.

Other ideas included providing the consumer with education about genuine Pfizer products and the need to ensure, at least from the vantage point of their own health and safety, that they were procuring only the genuine Pfizer brand.

To that end, proceeded in making amendments in the manufacturing and packaging of their products so that it became a distinctive Pfizer brand and could be discernible from counterfeits.

Pfizer implemented their steps. The China Market Survey, which investigated the extent of the problem was completed in April 2001. As significant amount of bogus products were sized and people were arrested. And prosecuted whilst Pfizer vigorously asserted their intellectual property rights. In 2001, too, China soidified and improved...

Pfizer also solicited pressure form lobby groups such as the International Intellectual Property Alliance, the Pharmaceutical Research and Manufacturers Association, the Quality Brand Protection Committee, and the International Trade Association to help them, and these, indeed, pressurized the Chinese government to adopt stricter regulation. Pfizer also intensified their relationship with local Police Service Bureaus, whilst forming a Pfizer Corporate Affairs organization that is channeled to crack down and persuade government to halt illicit piracy anywhere in the world. Their Global Manufacturing Division has also taken steps to differentiate manufacturing and packaging of their products by using Holograms, unusual inks and dyes, tamper resistant seals and special bar coding techniques. Unfortunately, all of these are still susceptible to simulation.
Pfizer's efforts have significantly reduced the problem, but unfortunately for therm and for consumers their battle is ongoing with counterfeiters concertedly emerging with counter strategies.

Nonetheless, governments and other companies may profit form adopting Pfizer's 4-pronged approach and by imitating some of their strategies which included educating consumers and placing greater pressure on governments and enforcement divisions.

Sources

Bernstein, R & Munro, RH ( 1998) the Coming Conflict With China New York: Vintage Books, 60

Carratu International

http://www.fraudaid.com/ScamSpeak/conprods.htm

Clark DL (2003) Product Counterfeiting in China and One American Company's Response. Defense Corporate Fellowship Program U.S. Army War College

World Health Organization, (1999) Department of Essential Drugs and Other Medicines, Counterfeit Drugs: Guidelines for the Development of Measures to Combat Counterfeit Drugs, Geneva, Switzerland,.

Rodengen, JL. (1999) the Legend of Pfizer Ft. Lauderdale: Write Stuff Syndicate,