With handheld readers, employees can scan labels at key points in the supply chain to authenticate the product. GenuOne's Internet-based tracking database then confirms that the product is where it's supposed to be. Unger says that the nature of business today may leave them no choice. Firms that weren't global before are global now. Firms that didn't sell products online before are selling products online now.
Marketers are nervous.
Without brand integrity, there is nothing behind the brand.