Legitimacy as a barrier: An analysis of Brazilian premium cocoa and chocolate legitimation process
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 market...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2018 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Revista de Administração de Empresas |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/74969 |
| Acceso en línea: | https://periodicos.fgv.br/rae/article/view/74969 |
| Access Level: | acceso abierto |
| Palabra clave: | Legitimation legitimacy barrier market development premium chocolate premium cocoa Legitimación barrera de legitimidad desarrollo de mercado chocolate premium cacao premium Legitimação barreira de legitimidade desenvolvimento de mercado cacau premium |
| Sumario: | 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. |
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