[pt] O café é hoje o segundo maior gerador de riquezas no planeta, ficando atrás apenas do petróleo. Dentre os US$ 91 bilhões movimentados anualmente pelo mercado do café, apenas 9% ficam com os países produtores. No Brasil, maior país produtor e exportador de café verde, os pequenos produtores buscam, através do cultivo de cafés especiais (como o café orgânico) e da produção de cafés industrializados, a valorização do produto exportado, melhorando assim a rentabilidade das exportações. No entanto, são poucas as empresas brasileiras desse porte que conseguem se consolidar no mercado internacional, principalmente no segmento de cafés industrializados. Diante desse cenário, tornar-se relevante analisar as empresas desse perfil, que já exportam, para identificar as estratégias adotadas para a comercialização do produto no mercado internacional e os resultados obtidos através delas. Para isso, um estudo de caso foi realizado com 2 empresas exportadoras de café orgânico, ambas objetivando atuar tanto no segmento de cafés verdes quanto no de industrializados. O resultado da análise aponta que, apesar de embora a estrutura pequena e familiar afete negativamente os negócios, principalmente no que diz respeito ao comprometimento financeiro e gerencial do negócio, e do fato de adotarem estratégias diferentes, ambas conseguem ser bem sucedidas na exportação do produto in natura. Ainda assim, não há como identificar qual das duas é mais bem sucedida nesse segmento. Já no segmento de cafés industrializados essa dúvida é eliminada, pois apenas uma das empresas consegue exportar seu produto. Por fim, constatou-se que, independentemente das estratégias adotadas pelas empresas, o ambiente externo às organizações é consideravelmente mais vantajoso para a exportação de café verde do que de café industrializado. / [en] Coffee is the world`s second biggest wealth producer, but only 9% remain with the coffee producers. In Brazil, world`s major producing country and exporter of green coffee, the small and medium producers, through the harvesting of special coffees (such as the organic) and through the production of industrialized coffee, try to increase the value of their exported products. By doing so, they expect to increase their profitability. However, few small and medium size Brazilian organizations are able to successfully establish themselves in the international marketplace, especially in the industrialized coffee segment. Given this situation, it becomes relevant to analyze the companies with this profile, that already export, in order to identify the strategies adopted by them for commercializing the product in the international marketplace, and also to identify the outcomes obtained by the adoption of these strategies. In order to do that, a case study was conducted with two Brazilian organic coffee exporter companies, both aiming at both coffee segments, green and industrialized. The analysis` outcomes indicate that, although the small and family-run business characteristics affect the export business in a negative way, especially when regarding the necessary financial and managerial compromises, and the fact that each adopts different international marketing strategies, both are successful in exporting the green coffee. Still, it cannot be determined which company has the best performance in this segment. This doubt does not exist when analyzing the industrialized coffee segment, since only one of the studied companies is successful in exporting its product in this segment. Lastly, it was revealed that, independently from the strategies adopted by the companies, the external environment, which surrounds the studied organizations, present far more advantages for the export of the green coffee, rather than the industrialized.

<p>This dissertation extends our knowledge of digital affordances in communicating complex scientific information by building and testing a climate change adaptation website for the Colombian coffee sector, <a href="http://www.climaycafe.com/">www.climaycafe.com</a>. This project offers both a practical component (scholarship of engagement) and theoretical component (extension of our understanding of the objective/subjective nature of affordances). Practically, it seeks to create a collaborative and tailored science communication solution for improved information access to support climate change adaptation. Theoretically, it extends our understanding of affordances in a digital environment through a qualitative assessment, specifically how occupational identity influences the subjective nature of affordances. Data is gathered through an iterative qualitative assessment of users’ interpretation of the perceived affordances on the website. The results demonstrate that occupational identity has an influence on perceived digital affordances, particularly influenced by (1) Perceived Social Status of Occupation, (2) Perception of Value Based on Occupational Demands, (3) Occupational Influence on Perceived Reliability and (4) Usability Preferences Based on Occupation. We additionally found that as creators we can set general goals for digital tools and achieve general success in obtaining them, but ultimately the users will dictate their needs within this broader framework. Lastly, there is a self-identified need for more practical knowledge and information access for coffee farmers in these regions of Colombia around climate change adaptation.</p>

This research focussed on Fair Trade (FT) coffee supply chains in Papua New Guinea. Three research questions were asked. First, do small holders in the FT chains receive higher returns than the smallholders in the conventional chains? Secondly, if smallholders in the FT coffee chains receive higher returns from their coffee than the smallholders in the conventional chains, what are the sources of these higher returns? Finally, if smallholders in the FT chains don't receive higher returns than in the conventional chains, what are the constraints to smallholders receiving higher returns from the FT coffee chains than the conventional chains? A conceptual framework for agribusiness supply chain was developed that was used to guide the field work. A comparative case study methodology was selcted as an appropriate method for eliciting the required information. Four case study chains were selected. A paired FT and conventional coffee chains from Okapa and another paired FT and conventional chains from Kainantu districts, Eastern Highlands Province were selected for the study. The research found that smallholders in the FT chains and vonventional chains receive very similar prices for their coffee (parchment price equivalent). Hence, there was no evidence that smallholders in the FT chains received higher prices or returns from their coffee production than smallholders in conventional chains. This study also found that there was no evidence of FLO certification improving returns to smallholders in the FT chains over those returns received in the conventional chains, but the community that the FT smallholder producers come from did benefit. The sources of these community benefits lies in the shorter FT chains and the distributions of the margin that would have been otherwise made by processors to producers, exporters and the community. In addition, this study found that constraints associated with value creation are similar in all the four chains studies. However, there are some added hurdles for the FT chains in adhering to FT and organic coffee standards. Moreover, FT co-oeratives lacked capacity to trade and their only functions were to help with FLO certification and distribute the FT premium to the community. The findings of this research support some aspects of the literature, but not others. The research contribution is the finding that in this period of high conventional coffee prices, returns to smallholders from FT chains were no bettter than the returns gained in conventional chains, which leads to oppotunism and lack of loyalty by smallholders in the FT chains. The other contribution of this research is in identifying a particular type of free rider who is not a member of the FT co-operative but has right to the community benefits generated by the FT chain.