The case studied, Ipanema coffee, illustrates how market demand for high quality product conducted the company to build longtermrelationship with its suppliers, the farmers, in order to guarantee access to high value consumer international markets. Datawas collected through in-depth interviews with the major company shareholder and also with the marketing director along withdesk research for the coffee sector panorama. The long term contract appeared as a prosperous alliance strategy in the measure thata) reduces the risk related to the coffee quality attributes, b) creates a competitive advantage though the appropriability of specificassets related to the coffee growing and processing, c) permits the creation of a brand name capital. The relational exchange hasbeen successful once it allowed the firm to export 1 million bags for 25 countries. On the other hand, as expected in partnerships,the other party, the farmers, has incentives to continue the relationship, once it permits: a) international market access, b) premiumprices, c) risk minimization with hedge operation, and d) no investment in coffee processing structure.
Eduardo Eugenio Spers held post-doctorate in Wageningen University (WUR), Netherlands, in 2011 and doctorate in business administration at the University of SÃ£o Paulo in 2003. He is currently a fellow in research productivity, CNPq, level 2, professor at the master in International Business at Escola Superior de Propaganda e Marketing (ESPM) and Associate Professor at University of SÃ£o Paulo, campus ESALQ. Published 86 articles in specialized journals and 243 in annals of events. Has 37 book chapters and 3 books published. Has 400 technical production items. Participated in 17 international events. He was an adviser of 13 specialization projects, 34 master theses, 23 scientific initiation and 201 graduate conclusion projects. Received 22 acknowledgements. Participated in 40 research projects and in their professional activities interacted with 274 partners. Subjects of interest: business administration with emphasis in marketing and strategic management. Key words: Consumer Behavior, Marketing, International Marketing, Marketing Strategy, Agribusiness and Retail.
Organizações Rurais & Agroindustriais - Revista Eletrônica de Administração da UFLA
ISSN: 2238-6890 (edição on-line)
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