Coffee Consumption and Coffee 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. 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.
- Presents strategies for transforming coffee consumption
- Addresses market outlook, factors and trends
- Outlines coffee industry strategies
- Studies the role of retail and the consumer
- Includes questions and exercises based on case studies and concepts
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
Part I: Market Outlook, Factors and Trends
1. World Coffee Sector: production and consumption
2. Coffee consumption trends worldwide: Domestic consume and retailing
3. Brazilian coffee specificities: Protected Denomination of Origin and Geographical Indication
Part II: Coffee Farmers Perceptions and Contributions: Certification and Strategies
4. Coffee farmers profile and perception in Brazil
5. Certification: facts, challenges and future
6. Innovation in coffee farming for quality driven markets
Part III: Coffee Industry Strategies: case studies
7. Coffee and health: 3 Corações marketing approach
8. Promoting High Quality Coffee Champions: Illy cafe
9. Cooperativism and Brand investment: Prima Qualita Coffee
10. Cerrado Mineiro Brand: Internationalization strategy
Part VI: Retail and Consumer
11. Coffee shops: social consumption
12. Coffee consumer behavior: perception from the coffee origin
13. Sensorial Analysis and Consumer behavior in coffee consumption
- No. of pages:
- © Woodhead Publishing 2019
- 1st March 2019
- Woodhead Publishing
- Paperback ISBN:
Luciana Florencio de Almeida holds a PhD in Business Administration and Economics from the Faculty of Economics and Administration of the University of São Paulo (FEA-USP) and a Master's degree in Business Administration from Federal University of Lavras (UFLA). Her dissertation on strategy allowed her international experience through field research in Montreal, Canada, and a scholarship from CNPq. In 2006, she was a Visiting Professor at the Department of Agricultural Economics at Missouri University, USA, through a Capes’ fellowship. She was former CEO of the Brazilian Coffee Exporters Council (CECAFE). Her consulting career includes Strategic Management and Marketing projects through PENSA (FEA / FIA) and Stracta Consulting. She is professor at the Master in Consumer Behavior at ESPM (Escola Superior de Propaganda e Marketing). Her research focus is based on agribusiness, food, strategy, alliances, long term relationships and relationship marketing.
Escola Superior de Propaganda e Marketing (ESPM)
Eduardo Eugenio Spers earned his post-doctorate from Wageningen University (WUR), Netherlands, in 2011 and his doctorate in business administration from the University of São Paulo in 2003. He is currently a fellow in research productivity, CNPq, level 2, professor at the master in International Business at Escola Superior de Propaganda e Marketing (ESPM) and Associate Professor at University of São Paulo, campus ESALQ. He has published 86 articles in specialized journals and 243 in annals of events as well as 37 book chapters and three books. He has created 400 technical production items and participated in 17 international events. He was an adviser of 13 specialization projects, 34 master theses, 23 scientific initiation and 201 graduate conclusion projects. He has participated in 40 research projects. His subjects of interest include business administration with emphasis in marketing and strategic management.
Escola Superior de Propaganda e Marketing (ESPM)
Alessio Cavicchi is Associate Professor at University of Macerata (Italy), where he teaches "Food Economics and Marketing" and "Place Branding and Rural Development" in the degree of International Tourism and Destination Management. He received his PhD in Economics of Food and Environmental Resources from University of Naples, Parthenope and a MSc in Food Economics and Marketing from University of Reading (UK). His main fields of interest and research are consumer food choice, economics of food quality and safety, and innovation and sustainability in agribusiness and tourism. He has served as an agrifood expert for several DGs of the European Commission, and he is the coordinator of two EU funded projects: “The Wine Lab” and “FoodBiz.”
Associate Professor in Agricultural Economics, University of Macerata, Macerata, Italy
Cristina Santini ha conseguito un PHD in Economia e Gestione delle Imprese e dei Sistemi Locali presso l'UNiversità degli Studi di Firenze e un Master in Economia e Management del settore Vititvinicolo (Università di Firenze). è stata Visiting presso la Sonoma State University (CA, USA) dove ha collaborato alle attività di ricerca del Wine Business Program e ha svolto attività didattica (Business Strategy I & II). Ha partecipato a numerose conferenze ed ha ricevuto alcuni premi nella sezione Best Paper (AWBR international conference, 2008 e 2012). I suoi lavori sono pubblicati su numerose riviste nazionali e internazionali tra cui: Journal of Business Research; International Journal of Wine Business Research; Case Research Journal; Harvard Business School Case Study Series; International Journal of Business and Globalization; Tourism Review International; Agricultural and Food Economics; World Review of Entrepreneurship and Regional Development. Ha pubblicato inoltre saggi e collettanee con varie case editrici di rilevanza internazionale, tra cui McGrawHill e Routledge. I suoi interessi di ricerca includono: entrepreneurial behavior, sustainability, food and wine business, RBV, Action research and qualitative research methodology, strategic management and SMEs.
Faculty of Agriculture, Universita San Raffaele, Roma