Legitimacy as a barrier: An analysis of Brazilian premium cocoa and chocolate legitimation process

• Main Authors: Marina Henriques Viotto, Bruno Sutil, Maria Carolina Zanette
• Format: Article
• Language: English
• Published: Fundação Getulio Vargas 2018-06-01
• Series: RAE: Revista de Administração de Empresas
• Subjects: Legitimation; legitimacy barrier; market development; premium chocolate; premium cocoa
• Online Access: http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/74969/71783

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 legitimationprocess.