publication . Article . 2013

Institutional entrepreneurship in building the Brazilian market of functional yogurts

Felipe Almeida; Nilson de Paula; Huascar Pessali;
Open Access
  • Published: 20 Dec 2013
Abstract
Abstract Purpose – The aim of this paper is to present an analytical narrative of the construction of the Brazilian market of functional yogurt, highlighting the role of Firm D as an institutional entrepreneur. Design/methodology/approach – After putting together a theoretical basis from business studies and institutional economics, the paper explores factual evidence of strategic moves by dairy firms in Brazil. Findings – Firm D, despite being a second mover, has been able to effectively make use of new values and collective concerns regarding food functionality to create a favourable institutional set in which to operate. Other firms have not been able to chal...
Subjects
free text keywords: Food Science, Marketing, Supply and demand, Business, Business studies, Institutional economics, Institutional entrepreneurship, Narrative
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