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Cocriação de valor na cadeia do café especial: O movimento da terceira onda do café

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  • Boaventura, Patricia Silva Monteiro
  • Abdalla, Carla Caires
  • Araújo, Cecilia Lobo
  • Arakelian, José Sarkis

Abstract

Brazil represents approximately 29% of the world’s coffee exports, with 15% of that being “specialty coffee.” Most Brazilian coffee exports are composed of commoditized green beans, influencing the value chain to be grounded on an exchange paradigm. This scenario started to change with the introduction of specialized coffee shops, coffee capsules for home consumption, and demand for a more artisanal pro­duct. A paradigm of value creation along the chain drives production processes that aim to differentiate products through superior coffee beans and unique experiences. This study was developed through con­tent analysis of 15 years of news collected from two Brazilian newspapers. Additionally, we interviewed owners of coffee shops, coffee producers, cooperatives, intermediaries, and regulators. We concluded that the value chain faces challenges in reaching higher value-in-use creation for all involved actors.

Suggested Citation

  • Boaventura, Patricia Silva Monteiro & Abdalla, Carla Caires & Araújo, Cecilia Lobo & Arakelian, José Sarkis, 2018. "Cocriação de valor na cadeia do café especial: O movimento da terceira onda do café," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 58(3), May.
    • Handle: RePEc:fgv:eaerae:v:58:y:2018:i:3:a:74967
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