publication . Article . 2013

Institutional entrepreneurship in building the Brazilian market of functional yogurts

Huáscar Fialho Pessali; Felipe Almeida; Nilson de Paula;
Open Access
  • Published: 20 Dec 2013 Journal: British Food Journal, volume 116, pages 2-15 (issn: 0007-070X, Copyright policy)
  • Publisher: Emerald
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...
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Subjects
free text keywords: Food Science, Business, Narrative, Institutional entrepreneurship, Industrial organization, Institutional economics, Supply and demand, Business studies, Practical implications, Marketing
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