Coopetition Strategy in the Organic Industry. The Value Creation and Value Capture

Informações

Código: EMA364
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 05 - Estratégias de Marketing e Marketing Internacional

Autores

Juliana Plocharski Pedroso (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) pedroso.ju@gmail.com
Jefferson Marlon Monticelli (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) jeffmarlon@hotmail.com
Gisele Hidalgo (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) giselehidalgo29@gmail.com
Jorge Renato de Souza Verschoore Filho (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) jorgevf@unisinos.br

Resumo

Recent academic research presents a large volume of studies of organic market, from the perspective of the motivations of consumers and their buying preferences. However, these studies assume a competitive or a cooperative approach and overlook the institutional complexity of emerging economies. This study aims to investigate the organic production chain of an emerging economy from the perspective of coopetition. We focused our analysis on the organic product's chain and centred on the organic ice-cream producer as the focus node of the chain. It is an investigation of a single case, conducted through in loco interviews with the participants of the organic product chain, along with secondary data. The results demonstrate the influence of non-financial motives as primary drivers of the entrepreneurs’ strategic decisions. We contributed to the coopetition literature by showing the creation and capture of value in the organic chain.

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