TY - JOUR AU - Almeida, Luciana Florêncio de AU - Spers, Eduardo Eugenio PY - 2016/12/21 Y2 - 2024/03/28 TI - RELATIONAL EXCHANGE AND PARTNERSHIPS: THE IPANEMA COFFEE CASE JF - Organizações Rurais & Agroindustriais JA - OR&A VL - 18 IS - 3 SE - Artigos DO - UR - https://www.revista.dae.ufla.br/index.php/ora/article/view/1066 SP - AB - <p>The case studied, Ipanema coffee, illustrates how market demand for high quality product conducted the company to build longterm<br>relationship with its suppliers, the farmers, in order to guarantee access to high value consumer international markets. Data<br>was collected through in-depth interviews with the major company shareholder and also with the marketing director along with<br>desk research for the coffee sector panorama. The long term contract appeared as a prosperous alliance strategy in the measure that<br>a) reduces the risk related to the coffee quality attributes, b) creates a competitive advantage though the appropriability of specific<br>assets related to the coffee growing and processing, c) permits the creation of a brand name capital. The relational exchange has<br>been successful once it allowed the firm to export 1 million bags for 25 countries. On the other hand, as expected in partnerships,<br>the other party, the farmers, has incentives to continue the relationship, once it permits: a) international market access, b) premium<br>prices, c) risk minimization with hedge operation, and d) no investment in coffee processing structure.</p> ER -