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    Legitimacy as a barrier: an analysis of Brazilian premium cocoa and chocolate legitimation process
    (2017)
    O Brasil participa em aproximadamente 29% da exportação mundial de café, sendo 15% de "café especial". A maior parte da exportação é composta por café commodity, influenciando a orientação da cadeia de valor por um paradigma de troca. Este cenário tem mudado com a introdução de cafeterias especializadas, cápsulas para consumo domiciliar e demanda por um produto mais artesanal. Um paradigma de criação de valor ao longo da cadeia passa a impulsionar processos de produção, com objetivo não apenas de diferenciação através de grãos e processos superiores, mas também experiências únicas construídas. Este artigo foi desenvolvido por meio de análise de conteúdo de 15 anos de notícias de dois jornais brasileiros. Além disso, foram entrevistados proprietários de cafeterias, produtores de café, cooperativas, intermediários e reguladores. Concluímos que a cadeia de valor passa por desafios para atingir uma mudança com objetivo de maior geração de valor-em-uso para todos os envolvidos.
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    Legitimacy as a barrier: an analysis of brazilian premium cocoa and chocolate legitimation process
    (2017)
    How can a product be legitimated when the legitimation process includes another legitimate product as a barrier? To address this matter, 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 involves the interaction of different actors focused on building cultural-cognitive legitimacy supported, mainly, by normative legitimacy. In this process, media appears as an important market ally in educating consumers. We use institutional theory to show that it is essential to address other legitimate products and the interaction of actors to understand the legitimation process.
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    Institutionalization of ethnicities: market catalysts and inhibitors between entrepreneurship and colonization
    (2017)
    Previous literature has shown that in omnivorous and cosmopolite markets, ethnic cuisines are institutionalized through discourses that create legitimacy through the relationship with ethnicity and its Otherness. However, in a developing country context, whose foodscape is deeply rooted in the logics of colonization and where infrastructure challenges abound, the role of institutional entrepreneurs, which are local actors engaged in change is prominent. We present the institutionalization process of the typical Amazon-rainforest cuisine in the more diverse and cosmopolite urban centers in Brazil. Our data comes from ethnographic observations, secondary data research and in depth interviews with chefs, activists and farmers. Our results inform that the process of institutionalization is affected by a lack of coherent discourse among the different institutional entrepreneurs, who engage in disputes that involve cultural appropriation and sustainable development, refraining legitimacy and institutionalization.
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    Cachacier or cachaceiro? The legitimation process of cachaça
    (2017)
    Cachaça is a genuine and traditional Brazilian distilled liquor and its history is closely linked to the country’s cultural heritage. However, the cachaça has been facing many difficulties in its recently started legitimization process within Brazilian high cultural capital consumers. This paper discusses the market tensions arose from this process.