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Revista de Administração de Empresas

Print version ISSN 0034-7590On-line version ISSN 2178-938X

Abstract

BOAVENTURA, PATRICIA SILVA MONTEIRO; ABDALLA, CARLA CAIRES; ARAUJO, CECILIA LOBO  and  ARAKELIAN, JOSÉ SARKIS. VALUE CO-CREATION IN THE SPECIALTY COFFEE VALUE CHAIN: THE THIRD-WAVE COFFEE MOVEMENT. Rev. adm. empres. [online]. 2018, vol.58, n.3, pp.254-266. ISSN 0034-7590.  http://dx.doi.org/10.1590/s0034-759020180306.

Brazil represents approximately 29% of the world’s coffee exports, with 15% of that being "specialty coffee." Most Brazilian coffee exports are composed of commoditized green beans, influencing the value chain to be grounded on an exchange paradigm. This scenario started to change with the introduction of specialized coffee shops, coffee capsules for home consumption, and demand for a more artisanal product. A paradigm of value creation along the chain drives production processes that aim to differentiate products through superior coffee beans and unique experiences. This study was developed through content analysis of 15 years of news collected from two Brazilian newspapers. Additionally, we interviewed owners of coffee shops, coffee producers, cooperatives, intermediaries, and regulators. We concluded that the value chain faces challenges in reaching higher value-in-use creation for all involved actors.

Keywords : Specialty coffees; co-creation; value chain; value-in-use; relational value.

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