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Legitimidade como uma barreira: Análise do processo de legitimação do cacau e chocolate premium brasileiros

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  • Viotto, Marina Henriques
  • Sutil, Bruno
  • Zanette, Maria Carolina

Abstract

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 legi­timation process.

Suggested Citation

  • Viotto, Marina Henriques & Sutil, Bruno & Zanette, Maria Carolina, 2018. "Legitimidade como uma barreira: Análise do processo de legitimação do cacau e chocolate premium brasileiros," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 58(3), May.
    • Handle: RePEc:fgv:eaerae:v:58:y:2018:i:3:a:74969
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    Cited by:

    1. Kever Bruno Paradelo Gomes & Cledinaldo Aparecido Dias, 2022. "Sustainable business models: Bean-to-bar generation value in the cocoa production chain," Proceedings of Economics and Finance Conferences 11615531, International Institute of Social and Economic Sciences.

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