WHAT KAFFEE HAS THERE AND DOES NOT HAVE HERE: A COMPARATIVE STUDY OF THE AGROINDUSTRIAL SYSTEMS UNDERLYING THE GERMAN AND BRAZILIAN COFFEE TRADE

Authors

  • Mara Luiza Gonçalves Freitas Universidade de Gurupi

Abstract

This article, a comparison of the structure of the Brazilian and German coffee chains, aims to clarify why Gerwmany is the a leading coffee exportes (mainly with regard to industrizalized items such as roasted beans and ground, instant and decaffeinated products) despite its not being a coffee producer comparable to Brazil. The theoretical base rests on the principal coordination frameworks, specifically supply chain management, netchain, networks and strictly coordinated subsystems. The methodology employed combines documental research and content analysis as proposed by Bardin (2000), which led to the creation of twelve criteria. Using these criteria facilitated the generation of a comparative analysis chart, presented when the data are analyzed and conclusions draw regarding the Brazilian and German coffee chains. The study concludes that the two major reasons underlying the success of Germany are the robust market strategies of its firms and the strong institucional guidelines governing their activities.

KEYWORDS Agroindustrial systems; Coordination framework; Brazil; Germany; Coffee.

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Author Biography

Mara Luiza Gonçalves Freitas, Universidade de Gurupi

Especialista em Cafeicultura Empresarial e mestre em Administração, com ênfase em Dinâmica, Estrutura e Coordenação de Cadeias Produtivas pela Universidade Federal de Lavras (UFLA). Docente do curso de Administração pela Fundação Universidade de Gurupi (UNIRG).

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Published

2008-11-13

Issue

Vol. 9 No. 5 (2008)

Section

Presentation

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