Legitimacy as a barrier: An analysis of Brazilian premium cocoa and chocolate legitimation process

RAE: Revista de Administração de Empresas

Maria Carolina Zanette¹  Bruno Sutil²  Marina Henriques Viotto³ 

[1] Ecole Superieure Libre des Sciences Commerciales Appliquees, Paris, France;Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo, São Paulo, SP, Brazil ;Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo, São Paulo, SP, Brazil ;

关键词: Legitimation;    legitimacy barrier;    market development;    premium chocolate;    premium cocoa;   

DOI  :  

来源: DOAJ

【 摘 要 】

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 legitimationprocess.

【 授权许可】

Unknown