Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers, and between business schools and the entrepreneurial world.
Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry.
1. Cover image - p. iv 2. Title page - p. iv 3. Table of Contents - p. iv 4. Copyright - p. iv 5. Contributors - p. xi 6. About the editors - p. xv 7. Foreword - p. xvii 8. Preface - p. xix 9. Section 1: Market outlook, factors and trends - p. xx 10. Chapter 1: Global coffee market: Socio-economic and cultural dynamics - p. xx 11. Chapter 2: Perspectives of global coffee demand - p. 19 12. Chapter 3: Brazilian specialty coffee scenario - p. 49 13. Chapter 4: The Coffee Quality Program in Brazil - p. 64 14. Section 2: Coffee farmers perception and contribution: Certification and strategies - p. 90 15. Chapter 5: Certifications for coffee cultivation: Characterizing personal values of producers and consumers - p. 90 16. Chapter 6: Certification: Facts, challenges, and the future - p. 108 17. Chapter 7: Farm innovation: Nine cases of Brazilian coffee growers - p. 123 18. Chapter 8: What fills your cup of coffee? The potential of geographical indication for family farmers’ market access - p. 148 19. Section 3: Coffee industry strategies: Case studies - p. 165 20. Chapter 9: Procurement strategies in the coffee industry: Cases of local coffee roasters in Paraná state - p. 165 21. Chapter 10: Cerrado Mineiro Region designation of origin: Internationalization strategy - p. 187 22. Chapter 11: Business history and challenges for coffee cooperatives in Brazil: The case of Cooxupé Cooperative - p. 202 23. Chapter 12: Illycaffè and flexible strategies: A case of a resilient company - p. 228 24. Section 4: Retail and consumer - p. 254 25. Chapter 13: The waves of coffee and the emergence of the new Brazilian consumer - p. 254 26. Chapter 14: The consumption of experiences in specialty coffee shops - p. 274 27. Chapter 15: Does coffee origin matter? An analysis of consumer behavior based on regional and national origin - p. 295 28. Chapter 16: Behavioral aspects of the coffee consumer in different countries: The case of Brazil - p. 320 29. Chapter 17: Coffee and health in the perspective of young consumers - p. 341 30. Index - p. 367
Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers, and between business schools and the entrepreneurial world.
Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry.
1. Cover image - p. iv 2. Title page - p. iv 3. Table of Contents - p. iv 4. Copyright - p. iv 5. Contributors - p. xi 6. About the editors - p. xv 7. Foreword - p. xvii 8. Preface - p. xix 9. Section 1: Market outlook, factors and trends - p. xx 10. Chapter 1: Global coffee market: Socio-economic and cultural dynamics - p. xx 11. Chapter 2: Perspectives of global coffee demand - p. 19 12. Chapter 3: Brazilian specialty coffee scenario - p. 49 13. Chapter 4: The Coffee Quality Program in Brazil - p. 64 14. Section 2: Coffee farmers perception and contribution: Certification and strategies - p. 90 15. Chapter 5: Certifications for coffee cultivation: Characterizing personal values of producers and consumers - p. 90 16. Chapter 6: Certification: Facts, challenges, and the future - p. 108 17. Chapter 7: Farm innovation: Nine cases of Brazilian coffee growers - p. 123 18. Chapter 8: What fills your cup of coffee? The potential of geographical indication for family farmers’ market access - p. 148 19. Section 3: Coffee industry strategies: Case studies - p. 165 20. Chapter 9: Procurement strategies in the coffee industry: Cases of local coffee roasters in Paraná state - p. 165 21. Chapter 10: Cerrado Mineiro Region designation of origin: Internationalization strategy - p. 187 22. Chapter 11: Business history and challenges for coffee cooperatives in Brazil: The case of Cooxupé Cooperative - p. 202 23. Chapter 12: Illycaffè and flexible strategies: A case of a resilient company - p. 228 24. Section 4: Retail and consumer - p. 254 25. Chapter 13: The waves of coffee and the emergence of the new Brazilian consumer - p. 254 26. Chapter 14: The consumption of experiences in specialty coffee shops - p. 274 27. Chapter 15: Does coffee origin matter? An analysis of consumer behavior based on regional and national origin - p. 295 28. Chapter 16: Behavioral aspects of the coffee consumer in different countries: The case of Brazil - p. 320 29. Chapter 17: Coffee and health in the perspective of young consumers - p. 341 30. Index - p. 367
