Coffee commodity differentiation strategies

Detalhes bibliográficos
Autor(a) principal: Albieri, Ana Carolina de Souza
Data de Publicação: 2022
Outros Autores: Terra, Leonardo Augusto Amaral
Tipo de documento: Artigo
Idioma: por
Título da fonte: Future Studies Research Journal: Trends and Strategies
Texto Completo: https://www.revistafuture.org/FSRJ/article/view/484
Resumo: Objective: The objective of this study is to identify potential value generation strategies to differentiate the coffee commodity. Method: The method consisted of an instrumental case study, through semi-structured interviews with representatives of the entire coffee production chain. The data obtained were analyzed using Tropes, categorized and analyzed in Excel and used to produce a cognitive map that represented the relationships between the results. Main results: There was a gap between what the producer and the consumer think and a greater alignment of roasters, coffee shops and points of sale with the desires of the former. Relevance/originality: The commercialization of coffee as a commodity made the producer vulnerable to sudden market price fluctuations, creating the need for a strategic alternative to differentiate and generate value. This work contributes to bringing a direction to guide producers on how to differentiate their products in the face of the new realities of the world coffee market. Theoretical/methodological contributions: This work identified that there is a divergence in relation to the perception of value between the producer and the final consumer that points out as quality characteristics the good taste, strong coffee and the brand. Today, the roaster is primarily responsible for generating value for the product, by linking the wishes of the customer to the producer. To differentiate their products, the producer would need to assume a position closer to the final customer, verticalizing its operation and better understanding the wishes of the final customer.
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spelling Coffee commodity differentiation strategiesEstratégias de diferenciação da commodity de caféDiferenciaçãocommoditycaféEstratégia.DifferentiationCommodityCoffeeStrategyObjective: The objective of this study is to identify potential value generation strategies to differentiate the coffee commodity. Method: The method consisted of an instrumental case study, through semi-structured interviews with representatives of the entire coffee production chain. The data obtained were analyzed using Tropes, categorized and analyzed in Excel and used to produce a cognitive map that represented the relationships between the results. Main results: There was a gap between what the producer and the consumer think and a greater alignment of roasters, coffee shops and points of sale with the desires of the former. Relevance/originality: The commercialization of coffee as a commodity made the producer vulnerable to sudden market price fluctuations, creating the need for a strategic alternative to differentiate and generate value. This work contributes to bringing a direction to guide producers on how to differentiate their products in the face of the new realities of the world coffee market. Theoretical/methodological contributions: This work identified that there is a divergence in relation to the perception of value between the producer and the final consumer that points out as quality characteristics the good taste, strong coffee and the brand. Today, the roaster is primarily responsible for generating value for the product, by linking the wishes of the customer to the producer. To differentiate their products, the producer would need to assume a position closer to the final customer, verticalizing its operation and better understanding the wishes of the final customer.Objetivo: O objetivo deste estudo é identificar as potenciais estratégias de geração de valor para diferenciação da commodity de café. Método: O método consistiu em um estudo de caso instrumental, por meio entrevistas semiestruturadas com representantes de toda cadeia produtiva de cafés. Os dados obtidos foram analisados por meio do Tropes, categorizados e analisados no Excel e utilizados para produzir um mapa cognitivo que representasse as relações entre os resultados. Principais resultados: Foi constatado um distanciamento entre o que pensa o produtor e o consumidor e um maior alinhamento das torrefadoras, cafeterias e pontos de vendas com os anseios dos primeiros.  Relevância/originalidade: A comercialização do café como commodity, tornou o produtor vulnerável a bruscas oscilações de preço de mercado, criando a necessidade de uma alterativa estratégica para diferenciação e geração de valor. Este trabalho contribui em trazer um direcionamento para orientar os produtores sobre como diferenciar seus produtos diante das novas realidades do mercado mundial de café. Contribuições teóricas/metodológicas: Este trabalho identificou que há, uma divergência em relação à percepção de valor entre o produtor e o consumidor final que aponta como características de qualidade o bom sabor, o café forte e a marca. Hoje, a torrefadora é a principal responsável por gerar valor ao produto, ao ligar os anseios do cliente ao produtor. Para diferenciar seus produtos, o produtor precisaria assumir uma posição mais próxima do cliente final, verticalizando sua operação e compreendendo melhor os anseios do cliente final.Future Studies Research Journal: Trends and Strategies2022-11-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfhttps://www.revistafuture.org/FSRJ/article/view/48410.24023/FutureJournal/2175-5825/2022.v14i1.484Future Studies Research Journal: Trends and Strategies; Vol. 14 No. 1 (2022): Janeiro - Dezembro; e0484Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 14 n. 1 (2022): Janeiro - Dezembro; e04842175-5825reponame:Future Studies Research Journal: Trends and Strategiesinstname:Fundação Instituto de Administração (FIA)instacron:FIAporhttps://www.revistafuture.org/FSRJ/article/view/484/518Copyright (c) 2022 Future Studies Research Journal: Trends and Strategieshttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessAlbieri, Ana Carolina de SouzaTerra, Leonardo Augusto Amaral2022-04-05T23:06:37Zoai:ojs.future.emnuvens.com.br:article/484Revistahttps://www.revistafuture.org/FSRJ/oai2175-58252175-5825opendoar:2022-04-05T23:06:37Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA)false
dc.title.none.fl_str_mv Coffee commodity differentiation strategies
Estratégias de diferenciação da commodity de café
title Coffee commodity differentiation strategies
spellingShingle Coffee commodity differentiation strategies
Albieri, Ana Carolina de Souza
Diferenciação
commodity
café
Estratégia.
Differentiation
Commodity
Coffee
Strategy
title_short Coffee commodity differentiation strategies
title_full Coffee commodity differentiation strategies
title_fullStr Coffee commodity differentiation strategies
title_full_unstemmed Coffee commodity differentiation strategies
title_sort Coffee commodity differentiation strategies
author Albieri, Ana Carolina de Souza
author_facet Albieri, Ana Carolina de Souza
Terra, Leonardo Augusto Amaral
author_role author
author2 Terra, Leonardo Augusto Amaral
author2_role author
dc.contributor.author.fl_str_mv Albieri, Ana Carolina de Souza
Terra, Leonardo Augusto Amaral
dc.subject.por.fl_str_mv Diferenciação
commodity
café
Estratégia.
Differentiation
Commodity
Coffee
Strategy
topic Diferenciação
commodity
café
Estratégia.
Differentiation
Commodity
Coffee
Strategy
description Objective: The objective of this study is to identify potential value generation strategies to differentiate the coffee commodity. Method: The method consisted of an instrumental case study, through semi-structured interviews with representatives of the entire coffee production chain. The data obtained were analyzed using Tropes, categorized and analyzed in Excel and used to produce a cognitive map that represented the relationships between the results. Main results: There was a gap between what the producer and the consumer think and a greater alignment of roasters, coffee shops and points of sale with the desires of the former. Relevance/originality: The commercialization of coffee as a commodity made the producer vulnerable to sudden market price fluctuations, creating the need for a strategic alternative to differentiate and generate value. This work contributes to bringing a direction to guide producers on how to differentiate their products in the face of the new realities of the world coffee market. Theoretical/methodological contributions: This work identified that there is a divergence in relation to the perception of value between the producer and the final consumer that points out as quality characteristics the good taste, strong coffee and the brand. Today, the roaster is primarily responsible for generating value for the product, by linking the wishes of the customer to the producer. To differentiate their products, the producer would need to assume a position closer to the final customer, verticalizing its operation and better understanding the wishes of the final customer.
publishDate 2022
dc.date.none.fl_str_mv 2022-11-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistafuture.org/FSRJ/article/view/484
10.24023/FutureJournal/2175-5825/2022.v14i1.484
url https://www.revistafuture.org/FSRJ/article/view/484
identifier_str_mv 10.24023/FutureJournal/2175-5825/2022.v14i1.484
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistafuture.org/FSRJ/article/view/484/518
dc.rights.driver.fl_str_mv Copyright (c) 2022 Future Studies Research Journal: Trends and Strategies
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Future Studies Research Journal: Trends and Strategies
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Future Studies Research Journal: Trends and Strategies
publisher.none.fl_str_mv Future Studies Research Journal: Trends and Strategies
dc.source.none.fl_str_mv Future Studies Research Journal: Trends and Strategies; Vol. 14 No. 1 (2022): Janeiro - Dezembro; e0484
Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 14 n. 1 (2022): Janeiro - Dezembro; e0484
2175-5825
reponame:Future Studies Research Journal: Trends and Strategies
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instname_str Fundação Instituto de Administração (FIA)
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