Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil
Illycaffé entered Brazil in 1991 with the simple goal of finding high quality coffee and with a simple but revolutionary procurement strategy based on a) direct interaction with farmers and b) on an Award for the best coffee quality beans. The entry of Illycaffé unleashed a series of long-lasting co...
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| Format: | Article |
| Language: | English |
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Sciendo
2010-01-01
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| Series: | Cultural Science |
| Online Access: | https://doi.org/10.5334/csci.27 |
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| author | Andriani Pierpaolo |
| author_facet | Andriani Pierpaolo |
| author_sort | Andriani Pierpaolo |
| collection | DOAJ |
| description | Illycaffé entered Brazil in 1991 with the simple goal of finding high quality coffee and with a simple but revolutionary procurement strategy based on a) direct interaction with farmers and b) on an Award for the best coffee quality beans. The entry of Illycaffé unleashed a series of long-lasting consequences and unintended effects that revolutionised the Brazilian coffee industry and enabled the emergence of the quality coffee sector from the undifferentiated segment of commodity production. This paper analyses the ‘butterfly effect’ of the emergence of the quality coffee in Brazil in terms of complexity theory; and more specifically in terms of constraints and sources on nonequilibrium. I show how the entry of Illycaffé worked as an attractor (pull-strategy) that caused the decommoditisation of the coffee sector, enabled the emergence of a network of quality producers, and caused the rise of a ‘long tail’ of diversity. |
| format | Article |
| id | doaj-art-09b29400270f483b8c52b8aef3a2fa08 |
| institution | Kabale University |
| issn | 1836-0416 |
| language | English |
| publishDate | 2010-01-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Cultural Science |
| spelling | doaj-art-09b29400270f483b8c52b8aef3a2fa082025-02-10T13:26:38ZengSciendoCultural Science1836-04162010-01-0131848810.5334/csci.2727Constraints and sources of nonequilibrium: a case of radical market transformation in BrazilAndriani Pierpaolo0Durham Business School, Durham University, DurhamUKIllycaffé entered Brazil in 1991 with the simple goal of finding high quality coffee and with a simple but revolutionary procurement strategy based on a) direct interaction with farmers and b) on an Award for the best coffee quality beans. The entry of Illycaffé unleashed a series of long-lasting consequences and unintended effects that revolutionised the Brazilian coffee industry and enabled the emergence of the quality coffee sector from the undifferentiated segment of commodity production. This paper analyses the ‘butterfly effect’ of the emergence of the quality coffee in Brazil in terms of complexity theory; and more specifically in terms of constraints and sources on nonequilibrium. I show how the entry of Illycaffé worked as an attractor (pull-strategy) that caused the decommoditisation of the coffee sector, enabled the emergence of a network of quality producers, and caused the rise of a ‘long tail’ of diversity.https://doi.org/10.5334/csci.27 |
| spellingShingle | Andriani Pierpaolo Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil Cultural Science |
| title | Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil |
| title_full | Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil |
| title_fullStr | Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil |
| title_full_unstemmed | Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil |
| title_short | Constraints and sources of nonequilibrium: a case of radical market transformation in Brazil |
| title_sort | constraints and sources of nonequilibrium a case of radical market transformation in brazil |
| url | https://doi.org/10.5334/csci.27 |
| work_keys_str_mv | AT andrianipierpaolo constraintsandsourcesofnonequilibriumacaseofradicalmarkettransformationinbrazil |