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This study aimed to understand coopetition in the context of Brazilian specialty coffee grower Small and medium enterprises (SMEs), based on the need to differentiate the beans in and outside the farm level, taking into account the stakeholders’ influence.

In this study twenty semistructured interviews were carried out with coffee growers and managers of cooperatives, associations and supporting institutions involving two Brazilian coffee geographical indications. Data were analyzed using a mixed grid composed of qualitative, semantic and categorical factors.

Strategic moves undertaken by coffee growers and stakeholders have shaped the pathway of coopetition among coffee growers, as determinants to frame it as a deliberate or emergent pattern (intentional or unplanned, respectively). Our findings provide evidence that coopetition development among firms is deliberate when influenced by firms’ or stakeholders’ cooperative moves and emergent when influenced by firms’ or stakeholders’ competitive moves.

Although the firm/stakeholder relationship is often approached as a joint wealth creation effort, stakes are not always fairly distributed, so one of the parties may be negatively affected, with consequences for the development of coopetition. Underpinned by a stakeholder-oriented resource-based theoretical lens, this investigation of the development patterns of coopetition linked to the strategic actions undertaken by firms and stakeholders has resonance on competitive advantages.

Because of the slow market growth of and intense competition among coffee shops, increasing brand preference and patronage intention is crucial in the coffee shop industry. Although place attachment theory (PAT) and social identity theory (SIT) stipulate that place attachment and social identity are key constructs of revisit intention, no studies have yet integrated the dimensions of SIT into PAT to predict place preference (PP) and repatronage intention (RI). In this study, the authors aimed to develop a theoretical model grounded in PAT and SIT to predict PP and RI.

A total of 648 coffee shop customers participated in an online survey, and their data were analyzed through structural equation modeling.

The results indicated that cognitive and affective place identity (PI) directly affected place dependence (PD) but did not directly affect PP. Cognitive PI also indirectly affected PD through affective PI. PD exerted a positive and significant effect on PP and thus affected RI.

These findings provide insights into the importance of cognitive and affective PI in shaping PD, PP and RI. From a place attachment perspective, the theoretical model enables coffee shop managers to cultivate strong PP to increase customer RI.

Established in 2010, Mellower Coffee has 40 exquisite chain stores and three branches, namely Mellower Coffee Sales, Mellower Business Management and Shanghai Mellower Roasting Factory. Positioned as a premium coffee brand in China, Mellower Coffee has realized the integrated operation and management of the whole industrial chain from raw coffee trade, roasting factory, coffee retail products, specialty coffee chain, office coffee to coffee academy. It has a vision to attract and cultivate more and more coffee lovers by constant innovation coffee culture promotion.

This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context.

This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software.

This paper supports that both customer social value and quality affect perceived value (PV). PV in turn has effects on customer satisfaction and the latter influences loyalty. Conversely, both customer emotional value and customer expectations were not confirmed as antecedents of PV.

The consumer satisfaction analysis conducted differs substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors.

Practitioners, retailers and relevant institutions should design strategies to manage efficiently channel efforts to improve the consumer satisfaction and its loyalty.

This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.

研究旨在確認在公平貿易咖啡消費的課題上，顧客滿意的誘因及其後因，這包括實用的因素，社會的因素和情感的因素。

研究之數據廣泛來自在西班牙177名公平貿易咖啡消費者; 分析則以結構方程模型，並以SPSS Amos 26軟件來進行。

研究結果證實，顧客社會價值和質量是會影響認知價值的;認知價值繼而影響顧客滿意度，而顧客滿意度又進而影響他們的忠誠。相反的，顧客情緒價值或他們的期望、均未能證實是認知價值的先決條件。

本研究所進行的消費者滿意度分析，與其它以傳統方法銷售的咖啡之相關研究有很大的分別，這是因為本研究除了考慮實用的因素外，還納入了社會因素和情感因素。

從業人員、零售商和有關的機構應制訂適切的策略，以能有效地管理各個管道，來提升消費者的滿意度和忠誠。

本研究的貢獻在於它幫助我們在公平貿易咖啡消費的課題上，對消費者滿意及其效果有更深入的認識。研究亦提供了一個探討顧客滿意度的嶄新、綜合的理論模型，而這個理論模型，除了涵蓋知覺認知 (質量和期望) 的因素外，還納入了社會的和情感的知覺因素。

This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.

Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.

The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.

This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.

Upon completion of the case study, the students will be able to analyze the brand equity construct through the associative neural network model for decision-making; identify prospective scenarios through the Delphi method for the construction of strategic plans in organizations; and propose the innovation of a product by applying creativity techniques to enter international markets.

Cafe Galavis was one of the leading family businesses in industrial development and had the highest business recognition, with a century of experience in producing and commercializing roasted and ground coffee in Cucuta, Colombia. In 2015, the diplomatic crisis between the governments of Colombia and Venezuela led to the indefinite closure of the Colombian–Venezuelan border, which caused an increase in income from smuggled coffee. In addition, the presence of different competitors and traditional brands negatively impacted the level of sales, which considerably affected financial stability. Likewise, internal difficulties of family nature and administrative management led to the change of senior management. By 2016, Juan Yáñez was appointed chief executive officer (CEO) and was in charge of avoiding the company’s closure. In January 2023, he received feedback from his consulting team, and upon evaluation of the new market challenges with his collaborators, he realized a great challenge that merited the search for a priority alternative solution. How to design a new product considering the loss of brand identity in the face of the generational change of its consumers? These were some of the challenges posed by the CEO that consequently required starting a strategic management process of innovation.

The teaching case is aimed at students of postgraduate academic programs in the areas of knowledge of innovation, product design, industrial design, marketing or MBA. In the modules of marketing, strategic management, brand management and strategic foresight, the case allowed for the orientation of the concepts of brand value or branding as well as the analysis of the value chain for the implementation of strategies that promote competitive advantages of companies. Similarly, in the modules of product or service design, creativity and innovation and complex thinking, the case allows one to approach a complex problem and apply creativity techniques for its solution.

Teaching notes are available for educators only.

CSS: 8 Marketing.

Upon completion of this case study, students will be able to identify the main conceptual foundations of strategy in international business, determine the strategy of entry into a country through the analysis of dual pressures and propose the mode of entry into a country by analyzing the sources of competitive advantage in a firm’s value chain.

Café Galavis stood out as one of the most outstanding family businesses in industrial development, with a century-long trajectory in the production and sale of roasted and ground coffee in Cucuta, Colombia. However, in 2015, the diplomatic, humanitarian and economic crisis between the governments of Colombia and Venezuela led to the indefinite closure of the Colombian–Venezuelan border. As a result, the illegal coffee trade increased, and competition from traditional brands significantly affected sales, leading to financial difficulties and an urgent need for change in senior management. In addition, the demise of the manager who had been leading the company until 2018 exacerbated the business situation. Juan Francisco Yáñez, the new manager, joined the management of an emblematic company. From his first years of management, he implemented different strategies related to organizational policies, production, innovation and export of products to achieve stability. For the year 2023, the challenges for the new CEO were to lead a brand with more than a century of tradition and business roots and to enter new markets, owing to the high dependence on the Venezuelan market. Which countries should they enter in the internationalization process? Furthermore, what type of strategy and entry mode should Café Galavis implement to penetrate new markets? These were some of the challenges faced by the CEO; therefore, he required objective information to make decisions in consensus with his collaborators.

This case study is suitable for students of postgraduate academic programs in knowledge areas of international management, international business or MBA.

Teaching notes are available for educators only.

CSS 5: International business.

The purpose of this study examined the effect of the eight dimensions of consumer innovativeness on brand satisfaction. In addition, this study investigated how brand satisfaction affects brand preference and brand loyalty. Lastly, how brand preference plays to form brand loyalty was also explored.

A survey was conducted via an online platform with the participants using an online firm in South Korea to evaluate the proposed research model. The data was collected from 326 people who used a coffee shop where robots provide the services.

The data analysis results indicated that the five dimensions of consumer innovativeness, which include novelty seeking, openness, quality experience seeking, hedonic experience seeking and social distinctiveness, aid to enhance brand satisfaction. Furthermore, it was discovered that brand satisfaction plays an important role with the formation of brand preference and brand loyalty.

There are few studies which focus how coffee consumers assess the value of a coffee brand. Thus, it would be meaningful to examine what impacts of consumer innovativeness exist in regards to robotic barista services that are related to brand satisfaction, brand preference and brand loyalty.

本研究考察了消费者创新性的八个维度对品牌满意度的影响。此外, 本研究还调查了品牌满意度如何影响品牌偏好和品牌忠诚度。最后, 还探讨了品牌偏好在形成品牌忠诚度方面的作用。

本研究通过在线平台在韩国进行了一项调查, 参与者使用一家提供机器人服务的咖啡店进行评估。数据收集自326名在该咖啡店使用服务的顾客。

数据分析结果表明, 包括新奇寻求、开放性、品质体验寻求、享乐体验寻求和社交独特性在内的五个消费者创新性维度有助于提高品牌满意度。此外, 品牌满意度在品牌偏好和品牌忠诚度的形成中起着重要作用。

目前很少有研究关注咖啡消费者如何评估咖啡品牌的价值。因此, 对于与品牌满意度、品牌偏好和品牌忠诚度相关的机器人咖啡师服务消费者创新性影响的研究具有重要意义。

Chapter 5 opens with a fictional scenario of a Professor of Digital Marketing on the US East Coast, who is making a cup of coffee in the morning and reflecting on the climate impact of the coffee journey at the same time as considering how she could incorporate this knowledge into her lectures in an impactful way. The Professor is considering designing an authentic piece of assessment which leads to behaviour change and has positive impact on society. The mentoring conversation she engages in is with a former colleague who has extensive experience of education-focused initiatives in universities and is an active mentor in great demand in the scholarly community. The conversation builds on Molthan-Hill and Blaj-Ward (2022), a point-of-departure paper about assessing climate solutions in a personally and societally meaningful way.

The synthesis of scholarly literature which follows the scenario and conversation has two points of focus. One is assessment. Relevant literature is referenced to further contextualize themes such as alignment, authenticity, well-being, sustainability, inclusivity and meaningful use of digital tools in assessment to develop identities and spark action. The other is the overlap between mentoring and coaching; a combination of the two is likely to support richer professional development for academics and, consequently, for their students. Climate-focused approaches in coaching have more recently been developed and are being used to facilitate resourceful responses to climate change. Two volumes on climate coaching are reviewed, to offer insights into the process of linking professional knowledge and life experience.