合法性作为障碍:巴西优质可可和巧克力合法化过程的分析

IF 0.5 4区 管理学 Q4 BUSINESS
Marina Henriques Viotto, B. Sutil, Mariani Zanette
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引用次数: 1

摘要

当合法化过程中包含另一个合法产品作为障碍时,一个产品如何被合法化?为了解决这个问题,我们通过深入分析巴西优质可可和巧克力市场背景下的采访和报纸文章,进行了过程理论化。我们发现,合法性过程涉及不同行为者之间的互动,重点是建立文化认知合法性,这一过程得到了规范合法性的支持。在这一过程中,媒体作为教育消费者的重要市场盟友出现。我们使用制度理论来表明,解决其他合法产品和行动者之间的相互作用对于理解合法化过程至关重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
LEGITIMIDADE COMO UMA BARREIRA: ANÁLISE DO PROCESSO DE LEGITIMAÇÃO DO CACAU E CHOCOLATE PREMIUM BRASILEIROS
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.
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来源期刊
CiteScore
1.30
自引率
12.50%
发文量
78
审稿时长
32 weeks
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