Coffee Consumption and Industry Strategies in Brazil

Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers, and between business schools and the entrepreneurial world. Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry. - Presents strategies for transforming coffee consumption, production and retailing- Addresses market outlook, factors and trends- Outlines coffee industry strategies through business cases that highlight innovative practices- Discuss and present the certification role in the coffee producing strategy and retailing- The coffee waves and the specialty coffee impact in the consumption and at the retail level- Studies the role of retail and the consumer- Includes questions and exercises based on case studies and concepts