Designing blockchain systems to prevent counterfeiting in wine supply chains: a multiple-case study

Purpose: The purpose of this paper is to contribute to the debate on blockchain (BC) adoption for preventing counterfeiting by investigating BC systems where different options for BC feeding and reading complement the use of BC technology. By grounding on the situational crime prevention, this study analyses how BC systems can be designed to effectively prevent counterfeiting. Design/methodology/approach: This is a multiple-case study of five Italian wine companies using BC to prevent counterfeiting. Findings: This study finds that the desired level of upstream/downstream counterfeiting protection that a brand owner intends to guarantee to customers through BC is the key driver to consider in the design of BC systems. The study identifies which variables are relevant to the design of feeding and reading processes and explains how such variables can be modulated in accordance with the desired level of counterfeiting protection. Research limitations/implications: The cases investigated are Italian companies within the wine sector, and the BC projects analysed are in the pilot phase. Practical implications: The study provides practical suggestions to address the design of BC systems by identifying a set of key variables and explaining how to properly modulate them to face upstream/downstream counterfeiting. Originality/value: This research applies a new perspective based on the situational crime prevention approach in studying how companies can design BC systems to effectively prevent counterfeiting. It explains how feeding and reading process options can be configured in BC systems to assure different degrees of counterfeiting protection.