Cafés Especiais e Estratégias Regionais: (Im)Possível Articulação com “Cafés do Brasil”

Revista de Administração IMED

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Title Cafés Especiais e Estratégias Regionais: (Im)Possível Articulação com “Cafés do Brasil”
Special Coffees and Regional Strategies: (Im)Possible Articulation with “Cafés do Brasil”
 
Creator Sousa, Hortência Araújo de
Santos, Marco Aurélio Oliveira dos
de Almeida, Léo César Parente
 
Subject Estratégia de Valorização; Regiões Produtoras; Agronegócios; Ambiente Institucional
Valorization Strategy; Producing Regions; Agribusiness, Institutional Environment
 
Description A marca “Cafés do Brasil” tem muitos aromas, sabores, notas e experiências a serem explorados no mercado. Contudo, a dinâmica de valorização passa por distintos contextos de produção e coordenação. O objetivo deste trabalho foi identificar as implicações dos diferentes contextos de produção e coordenação sobre a institucionalização da marca “Cafés do Brasil”. Por meio da análise de conteúdo, buscou-se captar nas propagandas e demais informações dos sites das organizações coletivas recursos e competências essências usados nas orientações estratégicas. As informações foram analisadas no software Iramuteq. Observou-se que as cooperativas são os agentes impulsionadores de novas competências e capacidades locais. Essas têm construído uma estrutura de coordenação voltada para a defesa dos cafés locais no mercado. Essa estrutura coloca os produtores e gestores em uma curva de aprendizado mais acentuada que orienta a construção das estratégias com base nos recursos locais. Conclui-se que a diversidade de contextos evidencia possibilidades de ligações, estratégias e interesses que orientam ações e decisões, inviabilizando a adoção de uma estratégia de marketing único para toda a cadeia.
“Cafés do Brasil” has many aromas, flavors, and experiences to be explored in the market. However, the dynamics valorization takes place in different contexts of production and coordination. The objective of this work was to identify the implications of different contexts of production and coordination on the institutionalization of “Cafés do Brasil” brand. Through content analysis, it was sought to capture resources and essential skills used in the strategic orientations from advertisements and from other information on sites of the collective organizations. The information was analyzed in Iramuteq software. It was observed that cooperatives are the driving force for new skills and capacities. It has built a coordination structure aimed at the defense of the local cafes in the market. This structure places producers and managers on a more accentuated learning curve that guides the building of strategies based on local resources. The diversity of contexts shows possibilities of links, strategies, concerns that guide actions and decisions, making it impossible to adopt a single marketing strategy for the whole chain.
 
Publisher Complexo de Ensino Superior Meridional S.A.
 
Contributor

 
Date 2019-12-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://seer.imed.edu.br/index.php/raimed/article/view/3276
10.18256/2237-7956.2019.v9i2.3276
 
Source Revista de Administração IMED; v. 9, n. 2 (2019): Julho-Dezembro; 120-139
2237-7956
10.18256/2237-7956.2019.v9i2
 
Language por
 
Relation https://seer.imed.edu.br/index.php/raimed/article/view/3276/2450
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Rights Direitos autorais 2019 Hortência Araújo de Sousa, Marco Aurélio Oliveira dos Santos
http://creativecommons.org/licenses/by-nc/4.0
 

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