Coffee Consumption and Industry Strategies in Brazil: A Volume in the Consumer Science and Strategic Marketing Series

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.

Presents strategies for transforming coffee consumption, production and retailingAddresses market outlook, factors and trendsOutlines coffee industry strategies through business cases that highlight innovative practicesDiscuss and present the certification role in the coffee producing strategy and retailingThe coffee waves and the specialty coffee impact in the consumption and at the retail levelStudies the role of retail and the consumerIncludes questions and exercises based on case studies and concepts

Section 1: Market outlook, factors and trends 1. Global coffee market: Socio-economic and cultural dynamics 2. Perspectives of global coffee demand 3. Brazilian specialty coffee scenario 4. The Coffee Quality Program in Brazil

Section 2: Coffee farmers perception and contribution: Certification and strategies 5. Certifications for coffee cultivation: Characterizing personal values of producers and consumers 6. Certification: Facts, challenges, and the future 7. Farm innovation: Nine cases of Brazilian coffee growers 8. What fills your cup of coffee? The potential of geographical indication for family farmers’ market access

Section 3: Coffee industry strategies: Case studies 9. Procurement strategies in the coffee industry: Cases of local coffee roasters in Paraná state 10. Cerrado Mineiro Region designation of origin: Internationalization strategy 11. Business history and challenges for coffee cooperatives in Brazil: The case of Cooxupé Cooperative 12. Illycaffè and flexible strategies: A case of a resilient company

Section 4: Retail and consumer 13. The waves of coffee and the emergence of the new Brazilian consumer 14. The consumption of experiences in specialty coffee shops 15. Does coffee origin matter? An analysis of consumer behavior based on regional and national origin 16. Behavioral aspects of the coffee consumer in different countries: The case of Brazil 17. Coffee and health in the perspective of young consumers