Using blockchain to authenticate luxury products: a stakeholder perspective
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/34641 |
Resumo: | Blockchain technology has emerged as a promising solution to combat counterfeiting and enhance authenticity in the luxury industry. It offers secure digital certificates of ownership, ensuring product genuineness and traceability, ultimately benefiting both manufacturers and customers. However, challenges include data privacy concerns, technical issues, scalability limitations, and customer awareness. Successful blockchain adoption in the luxury sector requires overcoming these hurdles and striking a balance between costs and benefits. Therefore, this study aims to investigate the added value brought by blockchain authentication for both customers and brands, to better understand if implementing blockchain authentication is valuable for luxury stakeholders on a broad scale. After studying the relevant literature, this study examines two luxury blockchain consortiums to understand how they solve the abovementioned problems and unlock added value for both luxury brands and customers. The research method used is the case study method, enriched with interviews of luxury experts and customers. It was found that, on the customer side, blockchain unlocks value by providing product supply chain information, easily verifiable and transferable proof of authenticity and ownership, and a reliable item lifecycle register. For brands, blockchain could become a single source of truth for supply chain stakeholders, guarantee compliance with environmental and social standards, on top of allowing item traceability after purchase, and unlock new customer engagement opportunities. This research aims to study the added value of blockchain luxury item authentication for both brands and customers and bridge the gap between the operations-related literature and the marketing-related one. |
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Bonin, Paul Nicolas AntoineEscolas::EAESPBoots, BryanOliveira, Pedro Tonhozi deCogo, Gabriel Silva2023-12-19T14:17:26Z2023-12-19T14:17:26Z2023-12-07https://hdl.handle.net/10438/34641Blockchain technology has emerged as a promising solution to combat counterfeiting and enhance authenticity in the luxury industry. It offers secure digital certificates of ownership, ensuring product genuineness and traceability, ultimately benefiting both manufacturers and customers. However, challenges include data privacy concerns, technical issues, scalability limitations, and customer awareness. Successful blockchain adoption in the luxury sector requires overcoming these hurdles and striking a balance between costs and benefits. Therefore, this study aims to investigate the added value brought by blockchain authentication for both customers and brands, to better understand if implementing blockchain authentication is valuable for luxury stakeholders on a broad scale. After studying the relevant literature, this study examines two luxury blockchain consortiums to understand how they solve the abovementioned problems and unlock added value for both luxury brands and customers. The research method used is the case study method, enriched with interviews of luxury experts and customers. It was found that, on the customer side, blockchain unlocks value by providing product supply chain information, easily verifiable and transferable proof of authenticity and ownership, and a reliable item lifecycle register. For brands, blockchain could become a single source of truth for supply chain stakeholders, guarantee compliance with environmental and social standards, on top of allowing item traceability after purchase, and unlock new customer engagement opportunities. This research aims to study the added value of blockchain luxury item authentication for both brands and customers and bridge the gap between the operations-related literature and the marketing-related one.A tecnologia blockchain surgiu como uma solução promissora para combater a falsificação e aumentar a autenticidade no setor de luxo. Ela oferece certificados digitais seguros de propriedade, garantindo a genuinidade e a rastreabilidade do produto, beneficiando, em última análise, tanto os fabricantes quanto os clientes. No entanto, os desafios incluem preocupações com a privacidade dos dados, problemas técnicos, limitações de escalabilidade e conscientização do cliente. A adoção bem-sucedida do blockchain no setor de luxo requer a superação desses obstáculos e o equilíbrio entre custos e benefícios. Portanto, este estudo tem como objetivo investigar o valor agregado trazido pela autenticação de blockchain para clientes e marcas, para entender melhor se a implementação da autenticação de blockchain é valiosa para as partes interessadas do setor de luxo em larga escala. Depois de estudar a literatura pertinente, este estudo examina dois consórcios de blockchain de luxo para entender como eles resolvem os problemas mencionados acima e liberam valor agregado tanto para as marcas de luxo quanto para os clientes. O método de pesquisa utilizado é o de estudo de caso, enriquecido com entrevistas de especialistas em luxo e clientes. Descobriu-se que, do lado do cliente, o blockchain agrega valor ao fornecer informações sobre a cadeia de suprimentos do produto, prova de autenticidade e propriedade facilmente verificável e transferível e um registro confiável do ciclo de vida do item. Para as marcas, o blockchain poderia se tornar uma única fonte de verdade para as partes interessadas da cadeia de suprimentos, garantir a conformidade com os padrões ambientais e sociais, além de permitir a rastreabilidade do item após a compra e desbloquear novas oportunidades de envolvimento do cliente. Esta pesquisa tem como objetivo estudar o valor agregado da autenticação de itens de luxo em blockchain para marcas e clientes e preencher a lacuna entre a literatura relacionada a operações e a literatura relacionada a marketing.engLuxuryBlockchainAuthenticationAuthenticityDigital certificateLuxoAutenticaçãoAutenticidadeCertificado digitalAdministração de empresasObjetos de luxo - MercadoBlockchains (Base de dados)Autenticação (Documentos)Certificado digitalUsing blockchain to authenticate luxury products: a stakeholder perspectiveinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVLICENSElicense.txtlicense.txttext/plain; charset=utf-85112https://repositorio.fgv.br/bitstreams/9f92bc0a-eb8f-4656-9669-2944d138deac/download2a4b67231f701c416a809246e7a10077MD53ORIGINALThesis Paul Bonin - final library version.pdfThesis 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|
dc.title.eng.fl_str_mv |
Using blockchain to authenticate luxury products: a stakeholder perspective |
title |
Using blockchain to authenticate luxury products: a stakeholder perspective |
spellingShingle |
Using blockchain to authenticate luxury products: a stakeholder perspective Bonin, Paul Nicolas Antoine Luxury Blockchain Authentication Authenticity Digital certificate Luxo Autenticação Autenticidade Certificado digital Administração de empresas Objetos de luxo - Mercado Blockchains (Base de dados) Autenticação (Documentos) Certificado digital |
title_short |
Using blockchain to authenticate luxury products: a stakeholder perspective |
title_full |
Using blockchain to authenticate luxury products: a stakeholder perspective |
title_fullStr |
Using blockchain to authenticate luxury products: a stakeholder perspective |
title_full_unstemmed |
Using blockchain to authenticate luxury products: a stakeholder perspective |
title_sort |
Using blockchain to authenticate luxury products: a stakeholder perspective |
author |
Bonin, Paul Nicolas Antoine |
author_facet |
Bonin, Paul Nicolas Antoine |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Boots, Bryan |
dc.contributor.author.fl_str_mv |
Bonin, Paul Nicolas Antoine |
dc.contributor.advisor1.fl_str_mv |
Oliveira, Pedro Tonhozi de Cogo, Gabriel Silva |
contributor_str_mv |
Oliveira, Pedro Tonhozi de Cogo, Gabriel Silva |
dc.subject.eng.fl_str_mv |
Luxury Blockchain Authentication Authenticity Digital certificate |
topic |
Luxury Blockchain Authentication Authenticity Digital certificate Luxo Autenticação Autenticidade Certificado digital Administração de empresas Objetos de luxo - Mercado Blockchains (Base de dados) Autenticação (Documentos) Certificado digital |
dc.subject.por.fl_str_mv |
Luxo Autenticação Autenticidade Certificado digital |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Objetos de luxo - Mercado Blockchains (Base de dados) Autenticação (Documentos) Certificado digital |
description |
Blockchain technology has emerged as a promising solution to combat counterfeiting and enhance authenticity in the luxury industry. It offers secure digital certificates of ownership, ensuring product genuineness and traceability, ultimately benefiting both manufacturers and customers. However, challenges include data privacy concerns, technical issues, scalability limitations, and customer awareness. Successful blockchain adoption in the luxury sector requires overcoming these hurdles and striking a balance between costs and benefits. Therefore, this study aims to investigate the added value brought by blockchain authentication for both customers and brands, to better understand if implementing blockchain authentication is valuable for luxury stakeholders on a broad scale. After studying the relevant literature, this study examines two luxury blockchain consortiums to understand how they solve the abovementioned problems and unlock added value for both luxury brands and customers. The research method used is the case study method, enriched with interviews of luxury experts and customers. It was found that, on the customer side, blockchain unlocks value by providing product supply chain information, easily verifiable and transferable proof of authenticity and ownership, and a reliable item lifecycle register. For brands, blockchain could become a single source of truth for supply chain stakeholders, guarantee compliance with environmental and social standards, on top of allowing item traceability after purchase, and unlock new customer engagement opportunities. This research aims to study the added value of blockchain luxury item authentication for both brands and customers and bridge the gap between the operations-related literature and the marketing-related one. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-12-19T14:17:26Z |
dc.date.available.fl_str_mv |
2023-12-19T14:17:26Z |
dc.date.issued.fl_str_mv |
2023-12-07 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/34641 |
url |
https://hdl.handle.net/10438/34641 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
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