SciELO - Scientific Electronic Library Online

 
vol.58 número3COCRIAÇÃO DE VALOR NA CADEIA DO CAFÉ ESPECIAL: O MOVIMENTO DA TERCEIRA ONDA DO CAFÉEMPREENDEDORISMO COMO ATIVISMO? RESISTINDO À GENTRIFICAÇÃO EM OAKLAND, CALIFÓRNIA índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

Compartilhar


Revista de Administração de Empresas

versão impressa ISSN 0034-7590versão On-line ISSN 2178-938X

Resumo

VIOTTO, MARINA HENRIQUES; SUTIL, BRUNO  e  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.

Palavras-chave : Legitimation; legitimacy barrier; market development; premium chocolate; premium cocoa.

        · resumo em Português | Espanhol     · texto em Português | Inglês     · Português ( pdf ) | Inglês ( pdf )