Propósito – Este artículo tiene como objetivo analizar si la relación entre el origen del producto y la percepción de riesgo de falsificación afecta la intención de compra en las relaciones B2B.
Diseño/metodología/enfoque – A través de un experimento se desarrollaron ocho escenarios que describen una situación de compra con riesgo de adquirir un producto falsificado. Posteriormente se aplicaron análisis de varianza (ANOVA) y regresión logística para las pruebas estadísticas.
Resultados – Los resultados sugieren que la intención de compra se ve afectada por el origen del producto. Asimismo, los directivos perciben el riesgo de falsificación en las relaciones B2B.
Implicaciones prácticas – Los gerentes tienden a analizar un proceso de compra observando diferentes variables en el proceso. Al relacionar el origen del producto con la percepción de riesgo de falsificación, los responsables de compras tienen una fuerte tendencia a no realizar la transacción.
Originalidad/valor – Los productos falsificados definitivamente han entrado en la lista de riesgos y deben combatirse, ya que amenazan la integridad de las cadenas de suministro. Este estudio destaca la importancia de discutir los productos falsificados y la posibilidad de que ingresen a las cadenas de suministro a través del proceso de compra de las empresas.
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La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
