Market Segmentation of Product Authentication Platforms for Smart Marketing Strategies Against Counterfeit and Smuggled Goods

Document Type : Original Article

Authors

1 Associate Professor, E-Business Research Group, Information Technology Research Department, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran

2 Assistant Professor, E-Business Research Group, Information Technology Research Department, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran

3 Evaluation Management and Administrative Transformation Department, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran

Abstract

The objective of this research is stated as the design and establishment of a product identity authentication system utilizing Near Field Communication (NFC) technology to combat the phenomenon of counterfeiting and smuggling of goods. The research methodology consists of three main steps: first, industrial market segmentation based on four criteria of product perishability, market fraud rate, public acceptance, and average price; second, prioritization of suitable industries using the Analytic Hierarchy Process (AHP); and third, developing market entry strategies for the top industries by employing SWOT analysis. According to the research findings, the cosmetic and hygiene industries, clothing, auto spare parts, gold and jewelry, and handicrafts were identified as the top application domains for implementing this technology. Furthermore, the key advantages of NFC technology compared to traditional barcodes, including data encryption, fast access, and high storage capacity, were enumerated. The final conclusion of the research indicates that implementing an NFC-based system can significantly restore consumer trust and prevent threats arising from counterfeiting and smuggling in vital economic, health, security, and cultural sectors. Additionally, based on the conducted analysis, four types of market entry strategies were presented

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Main Subjects

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Journal of International Businesses Administration
Volume 8, Issue 4
May 2026
Pages 169-194

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History

  • Receive Date: 07 January 2026
  • Revise Date: 09 May 2026
  • Accept Date: 10 May 2026

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