Legitimacy as a barrier: An analysis of Brazilian premium cocoa and chocolate legitimation process

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 market...

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Bibliographic Details
Main Authors: Marina Henriques Viotto, Bruno Sutil, Maria Carolina Zanette
Format: Article
Language:English
Published: Fundação Getulio Vargas 2018-06-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Online Access:http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/74969/71783