Browsing by Author "Urban, Lucia de Paula"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
- Ambiente institucional e inovação: a trajectória para a qualidade do café brasileiroPublication . Noronha, Teresa de; Urban, Lucia de PaulaEste artigo analisa o arcabouço organizativo e institucional da cadeia do café enquanto instâncias decisivas de uma trajetória de inovação que vai desde o grão produzido até o ápice de agregação de valor de um bem final de qualidade diferenciada pronta para inserção em circuitos de bens de qualidade específica do mercado internacional. Discute o conteúdo da moderna institucionalidade como mecanismo de organização e transmissão do conhecimento necessário para moldar, sustentar e dinamizar uma nova concepção de produção e fundamentalmente dar unidade e estímulo para viabilizar a adesão empresarial ao desafio de mudanças inovadoras.
- Segmented markets, cooperative behaviours: innovation in the production of brazilian coffeePublication . Urban, Lucia de Paula; Noronha, Teresa deThe present article aims to discuss some the organizational and institutional aspects that have became the basis for the development of coffee as a non-commodity product in Brazil. It is expected that due to new patterns of coffee consumption, a new strategy permits the competitive reinsertion of Brazilian coffee into the international markets. The suggested methods, interviews to the driving stakeholders and observation of the respective networking systems, are applied in the different stages of the supply chain in order to demonstrate that the production conditions are imposing specific strategic interrelationships between the roasting and the grinding industry and among the several intervenient actors. It is observed that most of such processes take place within a new context of competition where innovation, segmentation and product differentiation are more important factors for the international market than cost and price reductions, thus thereby demanding a serious redefinition the companies’ strategy dynamics.