Implications of local production contexts on the institutionalization of coffees form Brazil brand
International Journal of Development Research
Implications of local production contexts on the institutionalization of coffees form Brazil brand
Received 29th December, 2017; Received in revised form 15th January, 2018; Accepted 23rd February, 2018; Published online 30th March, 2018
Copyright © 2018, Marco Aurélio dos Santos. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
The purpose of this work was to understand what factors led to the development of the strategy for positioning the Cafés do Brazil brand in the market and to outline a profile of the difficulties to be faced for the institutionalization of the program. It relied on a documentary analysis and literature review to make the inferences. It was observed that the long period of regulation of the chain formed a productive culture focused on quantity forming a producer identity of a single type of coffee, “Cafés Tipo Santos”, demanding an effort to reposition the Brazilian image in the market. However, the horizontal organization in the productive base make arise informal institutions that guide local strategies, which can hinder the effectiveness of the program creating decentralized and dispersed actions.
