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Strategies To Combat Counterfeit Products In Eswatini, Siphiwe Promise Mainjeni

Walden Dissertations and Doctoral Studies

AbstractManagers of luxury brands lack strategies to deal with counterfeit products’ influence on their brands. The failure to maintain processes to avoid counterfeits in business can adversely impact business profitability and sustainability. Grounded in the resource-based view framework, the purpose of this qualitative multiple case study was to explore strategies managers of luxury brands in Eswatini, Sub-Saharan Africa, use to avoid counterfeits in their brands. Participants were nine business leaders from nine luxury brand businesses in Eswatini, Sub-Saharan Africa, who implemented strategies to prevent counterfeits in their brands. Data were collected using semi-structured interviews and reviews of company reports. Through …