Resumo

NAUDE, MJ. The fight against counterfeit products in Zimbabwe: a case study at a South African automotive component manufacturer. JCMAN [online]. 2015, vol.12, n.1, pp.249-267. ISSN 1815-7440.

Counterfeiting is a significant widespread problem, which is growing in scope and the economic and social impact is considerable. In spite of legislation, legal enforcement and efforts to fight counterfeits, the number of counterfeits available in the market increases. This study contributes to an understanding of counterfeiting within a Zimbabwean context. This study attempts to provide insight into a South African automotive component manufacturer's fight against counterfeit products in Zimbabwe. Data were gathered through in-depth semi-structured interviews with two senior executive members of the participating company who deal with counterfeiting matters. The results were analysed using thematic analysis. Recommendations to address counterfeits include the following: educating the stakeholders at the source; advertising and promotions; investigation and surveillance; creating new packaging; and legislation. There is a dearth of research on counterfeiting and this article provides a contribution to the existing body of knowledge, by demonstrating how brand owners can detect and fight counterfeiters.

Palavras-chave : automotive; components; counterfeit market; counterfeit products.

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