Abstract

http://ssrn.com/abstract=1434485
 
 

References (83)



 


 



Countermarketing and Demarketing Against Product Diversion: Forensic Research in the Firearms Industry


Gregory T. Gundlach


University of North Florida - Coggin College of Business

Kevin Bradford


affiliation not provided to SSRN

William L. Wilkieauthor


affiliation not provided to SSRN

July 15, 2009


Abstract:     
Few marketing problems in society lead to the tragedy of harm that can result when firearms are diverted from the legal to the illegal marketplace. Product diversion is itself a serious concern for marketers, especially marketers of potentially dangerous products such as tobacco, alcohol, firearms, and pharmaceuticals. These products may be sought and obtained by consumers occupying illegal markets, or intent on using them for illegal purposes, leading to adverse consequences for other consumers, marketers and society at large. Drawing on established marketing principles and accepted methods of forensic research, this paper reports on a large-scale study of the diversion of handguns in the U.S. and the countermarketing and demarketing efforts of firearm marketers to safeguard against its occurrence through their distribution systems. The findings suggest that: (1) significant diversion of handguns to illegal markets occurred in the U.S. during a recent period, (2) industry marketers varied widely in their use of safeguards against this diversion, but on average engaged in few countermarketing and demarketing measures, and (3) the safeguarding efforts engaged in were found to both reduce diversion and its resultant crimes. The study and its findings help to inform understanding of the nature and effects of firearm diversion and the use of countermarketing and demarketing safeguards to reduce its occurrence. The study also demonstrates the use of data and data collection methodologies from the legal process to inform questions about marketing including controversial aspects of its practice. Overall, the research adds to extant thinking concerning countermarketing and demarketing as well as the related areas of social marketing, corporate responsibility and public health.

Number of Pages in PDF File: 50

Keywords: firearms, product diversion, black markets, second amendment, countermarketing, demarketing, safeguards, distribution,

working papers series





Download This Paper

Date posted: July 17, 2009 ; Last revised: October 13, 2009

Suggested Citation

Gundlach, Gregory T. and Bradford, Kevin and Wilkieauthor, William L., Countermarketing and Demarketing Against Product Diversion: Forensic Research in the Firearms Industry (July 15, 2009). Available at SSRN: http://ssrn.com/abstract=1434485 or http://dx.doi.org/10.2139/ssrn.1434485

Contact Information

Greg Gundlach (Contact Author)
University of North Florida - Coggin College of Business ( email )
1 UNF Drive
Jacksonville, FL 32224
United States
Kevin Bradford
affiliation not provided to SSRN ( email )
William L. Wilkieauthor
affiliation not provided to SSRN
Feedback to SSRN


Paper statistics
Abstract Views: 1,487
Downloads: 206
Download Rank: 87,870
References:  83

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo2 in 0.375 seconds