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Revista de Administração de Empresas

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

Abstract

VIOTTO, MARINA HENRIQUES; SUTIL, BRUNO  and  ZANETTE, MARIA CAROLINA. LEGITIMACY AS A BARRIER: AN ANALYSIS OF BRAZILIAN PREMIUM COCOA AND CHOCOLATE LEGITIMATION PROCESS. Rev. adm. empres. [online]. 2018, vol.58, n.3, pp.267-278. ISSN 0034-7590.  http://dx.doi.org/10.1590/s0034-759020180307.

How can a product be legitimated when the legitimation process includes another legitimate product as a barrier? To address this question, we conducted a process theorization through in-depth analysis of interviews and newspaper articles in the context of Brazilian premium cocoa and chocolate markets. We found that the legitimation process involving the interaction of different actors focused on building cultural-cognitive legitimacy was supported, in particular, by normative legitimacy. In this process, media appears as an important market ally in educating consumers. We used institutional theory to show that it is essential to address other legitimate products and the interaction of actors to understand the legitimation process.

Keywords : Legitimation; legitimacy barrier; market development; premium chocolate; premium cocoa.

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