Implications of local production contexts on the institutionalization of coffees form Brazil brand

International Journal of Development Research

Volume: 
8
Article ID: 
12101
6 pages
Research Article

Implications of local production contexts on the institutionalization of coffees form Brazil brand

Marco Aurélio dos Santos

Abstract: 

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.

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