Contrafação nas cadeias de suprimentos: um risco para os negócios

• Autor(a) principal: Luna, Roger Augusto
• Data de Publicação: 2020
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: https://hdl.handle.net/10438/29847
• topic: Counterfeiting; Supply chain; Transaction costs; Risk management; Purchase intention; Contrafação; Cadeia de suprimentos; Custo de transação; Gestão de risco; Intenção de compras; Administração de empresas; Ação de contrafação; Logística empresarial; Administração de risco; Custos de transação

The complexity of supply chains has been considered by companies as a new challenge for managers, since new risks are imputed in these relationships and threaten to cause disruptions. The globalization of suppliers has also increased the risk of counterfeit products entering all countries. In this way, companies feel contingent on taking proactive positions, creating strategies to mitigate and combat counterfeiting, or reactive, hoping to develop the necessary skills for this challenge. This study consists of three articles, which aim to analyze and explain counterfeiting as a risk to business in companies' supply chains. The first article aims to verify the discussions on counterfeiting published in the main international journals on the topics of Operations Management and Supply Chain Management. The article presents the main theories, practices and technologies related to counterfeiting discussed in recent years. From their results, propositions about new studies could be elaborated and collaborated with the next steps for a greater understanding of the topic of counterfeiting in supply chains. As a second step, article 2 sought to understand, through an experiment method, whether the intention to purchase products can be affected when there are risks of counterfeiting in their acquisition. In this research, eight scenarios were created that bring narratives aimed at assessing whether certain influences can modify the purchase intention of managers. The results suggest that the purchase intention is affected by the origin of the product and the risk of counterfeiting perceived by managers in business-to-business (B2B) relationships. In general, the proposed model expands the understanding of the theme. As a managerial contribution, it is noted that managers tend to make decisions after analyzing as much information or variables as possible, in addition to highlighting the importance of risk management in operations. Finally, article 3 set out to understand how a technology company acts in the fight against counterfeiting under the vision of the Transaction Costs Theory (TCT). Through a single case study, it was found that companies use corporate governance processes to combat counterfeiting. Confidentiality contracts, audits and purchasing policies are some ways for companies to guard against these fraudulent acts. Thus, the technologies used still focus on business management systems such as systemic controls on production batches. On the other hand, technologies such as radio frequency identification (RFID), blockchain, 3D printing, among others, still need greater adherence to the strategies of companies as support for their actions to combat counterfeiting.