BUSINESS MANAGEMENT AGAINST COUNTERFEITING AND ADULTERATION OF PRODUCTS. EXPERIENCE OF LOS PORTALES S.A.

Abstract

This article analyzes, from the perspective of business management and administration, the organizational capabilities required to confront the counterfeiting and adulteration of food products in Cuba, using the mixed enterprise Los Portales S.A. as a case study. Through qualitative research integrating analysis-synthesis of documented cases, a systemic-structural approach, and direct observation, the effectiveness of the company's Integrated Management System is evaluated, and a fragmented and dispersed regulatory framework is identified as the main challenge. The results show that, while internal procedures are essential, their effectiveness is limited outside controlled channels. It is concluded that specific managerial capabilities in inter-institutional management and regulatory articulation are required, and the formal application of strategic planning tools is proposed to develop a comprehensive and proactive strategy.

KEYWORDS:  business management, counterfeiting, adulteration, regulatory framework, capabilities, business strategy