Date of Conferral
2022
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Michael G. Lavelle
Abstract
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 thematic analysis, four themes prevailed: (a) training, (b) innovation, (c) culture, and (d) teamwork. A key recommendation is for luxury brand leaders to sell handcrafted products, which are very difficult to copy. The implications for positive social include the potential for managers in the luxury brand businesses in Eswatini, Sub-Saharan Africa, to avoid counterfeits in their brands, thus enhancing business profitability and sustainability.
Recommended Citation
Mainjeni, Siphiwe Promise, "Strategies to Combat Counterfeit Products in Eswatini" (2022). Walden Dissertations and Doctoral Studies. 13543.
https://scholarworks.waldenu.edu/dissertations/13543
