Aim - The aim of this thesis is to understand the challenges of the Ugandan coffee industry by having a business ecosystem perspective. By using a broader perspective like the BE, one can see relations and connections that may not have been visible before. Furthermore, when using a BE perspective more actors are included in the systemic work, and important platforms and tools are included in the work of moving the BE forward as one entity. Methodology - A qualitative study was conducted to examine and understand the Ugandan coffee industry from a business ecosystem perspective. 18 semi-structured interviews were performed with coffee farmers and coffee organizations in Uganda. The data was divided into five different themes; Knowledge Sharing in the Business Ecosystem, Platforms and Interactions in the Business Ecosystem, Roles in the Business Ecosystem, Challenges in the Business Ecosystem and Youth in the Business Ecosystem. Conclusions - The findings of the thesis are that some parts of the business ecosystem are missing or lacking. Effective platforms for knowledge sharing are an issue, due to lack of access to a technological platform, monetary resources and low level of education. It was difficult to place some of the actors in different roles that exist in the business ecosystem, because sometimes an actor could fit the description of multiple roles. The interactions and the knowledge sharing also need improvement. Research limitations - Due to the sheer size of any business ecosystem, it is a daunting task to map one out. To make it more manageable, a particular part of the business ecosystem was examined. This might have resulted in the exclusion of important actors. Many of the interviews required an interpreter which meant that some interpretations may have been lost in translation. Furthermore, all the interviews with coffee farmers were arranged by a third party. Which could affect the results. Research contribution – In this thesis a business ecosystem perspective was applied on the Ugandan coffee industry, which has never been done before. Furthermore, it discusses what an unhealthy or lacking business ecosystem is or looks like, since there is little or no previous literature discussing this.

The diversity created in our society during the eighties has brought forth many new challenges for marketers. During that time established market segments subdivided themselves into micro segments. This has forced marketers to further target their marketing programs to reach the ever elusive consumer. Micro Marketing brings with it an abundance of product choices, especially in coffee. Currently, there exists a great deal of uncertainty as to the benefits of this wave of product proliferation. In this study, first, an attempt is made to identify and define Micro Marketing and the events which lead to its evolution. Substantial support is given which identifies the foundation of Micro Marketing as a natural extension of Market Segmentation. However, a review of current product offerings by the coffee industry may lead toward a return to product orientation. Which could imply further problems for a industry with flat or declining volumes. In order to access the condition of Micro Marketing, as it applies to the coffee industry, a questionnaire was developed. The primary information was gathered in grocery stores in the Jacksonville area. Data was gathered on the coffee drinking habits, brand awareness, brand loyalty, purchase influences, purchase patterns, psycographic and demographic data of consumers. This data is used to establish if any segments exist which identify with specific coffee brands. Market fracturing Consumers seems Jacksonville. show patterns to specific brands, evident, at least in hardly any segmentation while the level of brand awareness dissipates as the number of brands increase. Furthermore, the level of brand switching is extremely high indicating that market segmentation, for the most part, is non existent. Continuing to pursue market negative long term gains to the fracturing may provide firm due to its cost ineffectiveness. However, fracturing may be reversed with proper segmentation strategy. Further studies will indicate proper marketing strategies as well as provide possible avenues for growth in coffee consumption.

𝐶𝑢𝑙𝑡𝑖𝑣𝑎𝑡𝑖𝑛𝑔 𝑡ℎ𝑒 𝐹𝑢𝑡𝑢𝑟𝑒 offers an ethnographic analysis of the project to revive 𝐴𝑟𝑎𝑏𝑖𝑐𝑎 𝑡𝑦𝑝𝑖𝑐𝑎 coffee production in Martinique, originally introduced during the colonial period. The heritage initiative aims to use Martinique’s coffee history as a narrative touchstone, connecting the island’s natural and cultural heritage with sustainable economic development. By examining how the project seeks to shape a transformed future from an unresolved colonial past, this dissertation argues that the romanticization of agricultural heritage can obscure contemporary challenges, such as climate change, and hinder imaginative and practical future planning. The dissertation explores various orientations toward the future that are cultivated within the coffee revival project, including expectation and promise, possibility and hope, anticipation and speculation. Interludes woven through the text highlight the interconnectedness of the environment and the experience of becoming and being Black. These interludes lead to the concluding epilogue that introduces the conceptual methodology of attending to Black Atlantic Elements—it foregrounds fluidity and relationality among various cultural, ecological, and social elements, a counterpoint to the essentializing tendencies of Western ontological paradigms. The research utilizes a multi-methodological approach, including ethnographic fieldwork, archival research, and qualitative interviews, complemented by critical textual analysis. Over ten months of fieldwork in Martinique, interactions with coffee farmers, Island Parks Service officials, local residents, and other collaborators provided firsthand insights into the coffee revival project. Archival research conducted in both France and Martinique supplied historical context on the introduction and decline of coffee production on the island. The study also draws on contemporary scientific, journalistic, and policy texts to understand how these narratives are currently used to shape both local and global perceptions of Martinican coffee. Overall, this dissertation takes heritage seriously to understand the people and places that mobilize it, focusing on the histories they choose to bequeath and their visions of the future. The findings highlight the complex temporality involved in bringing material pasts into the present to shape future visions. This vexation of time troubles not only this ethnography and its interlocutors but also the Caribbean as a whole, where theories of Caribbean temporality often explore how futures are shaped and constrained by the past and its afterlives. Through critical attention to the parallel temporalities and future orientations within Martinique’s coffee revival project, this work reveals how interpretations of the past and present are shaped by the ends pursued.

In the face of biodiversity loss due to agricultural expansion and intensification, agroforestry has been proposed as an environmentally friendly form of agriculture capable of conserving biodiversity while supporting local livelihoods. However, how social drivers related to farmers’ decision-making and ecological processes affect the potential of agroforestry systems to serve as reservoirs for native species diversity and community composition is unclear. This dissertation aims to describe patterns of tree diversity and community composition in coffee (Coffea arabica) agroforestry systems as they compare to surrounding forests, and uncover the social drivers related to farmers’ decision-making and ecological processes giving rise to those patterns. Worldwide, there is an extensive overlap between coffee-growing areas and regions with high species richness and endemism considered biodiversity hotspots. This renders the issue of clarifying the sustainability and conservation value of shade coffee even more urgent. Otherwise, we risk losing important late-succession and conservation concern tree species, and simplifying the structural and floristic composition of mature forests. To uncover how the social factors related to farmers’ decision-making and ecological factors drive tree diversity and community composition in coffee agroforestry systems, a series of empirical studies were conducted based on surveys and field data collected in La Sepultura Biosphere Reserve in Chiapas, Mexico, between 2009-2013. Field research took place in two coffee farming communities within the reserve, where 50 farmers were interviewed, and 31 coffee agroforest sites and 10 forest sites were sampled. Forests were sampled to provide a reference for tree diversity and community composition in the absence of coffee management. Although a higher sample size would have permitted the inclusion of more covariates in statistical analyses without losing statistical power, there is no reason to believe that the results of this dissertation would change if a larger sample size were considered. This is because the magnitude of the effects detected were large and the p-values small, which underscore the robustness of the results of this dissertation. The three chapters in this dissertation correspond to individual studies. Chapter One investigates tree floristic patterns in coffee agroforestry systems and compares them to those in surrounding forests. Findings indicate that although at the landscape level coffee agroforestry systems hold similar tree species richness compared to forests, tree species community composition is significantly distinct. Coffee agroforests had a lower proportion of trees of conservation concern, a higher proportion of pioneer trees, were dominated by Inga spp., harbored lower tree species diversity at the plot level, and were composed of different tree species compared to native forests. This chapter raised questions with regards to whether these results were the result of farmers’ intentional tree selection criteria and preferences, or an unintended consequence of management practices. Chapter Two addressed these questions by examining the use of knowledge by farmers to manage coffee agroforests and the consequences on tree community composition relative to forests. In Chapter Two, results indicate that differences between agroforests and forests are primarily driven by farmers’ manipulation of tree community composition, which occurs according to their beliefs about the benefits and disservices of trees for coffee production. Tree community composition in coffee agroforest is dominated by the trees that farmers prefer and practically void of the trees they dislike as compared to the trees’ natural abundances in forests. These findings are novel and important because they clarify that the community composition changes observed in coffee agroforests are mostly an intentional consequence of management and not a byproduct. Finally, Chapter Three focuses on a subset of trees of particular conservation importance, trees of conservation concern (CC) and typical of old growth or late succession (LS) forests. This chapter investigates how management practices that affect shade tree density, basal area, and the proportion of Inga trees, mediated by land use legacies, affect the proportions of CC and LS trees in coffee agroforests. Findings indicate that management practices that sought to increase the proportion of Inga spp. trees had the largest negative impact on the proportions of trees of LS and CC, but the magnitude of the effects were dependent on land-use legacy. Among farms established on land previously used for pastureland or crop cultivation, the impact of farmers’ tree preferences and selection criteria on LS and CC trees were significantly higher than on farms established on forests without an agricultural history. These findings underscore that farmers’ sharp preference for Inga spp. trees undermines the potential of agroforests to conserve higher proportions of CC and LS trees. The results presented in each chapter of this dissertation allow for a more thorough understanding of the tree diversity patterns conserved in coffee agroforestry systems and the underlying social drivers related to farmers’ decision-making and ecological drivers that generate such patterns. The results of this dissertation seek to contribute new knowledge not only to the scientific community, but also to society so that better policies and strategies be devised that successfully conserve floristic diversity in the biodiverse areas of the world where coffee is cultivated.

[pt] O presente trabalho teve como objetivo o estudo da indústria brasileira do café, relacionado ao seu posicionamento estratégico competitivo nos períodos antes e após a desregulamentação do mercado, e a identificação dos desempenhos obtidos na busca de uma vantagem competitiva no atual cenário. Utilizando os dados de questionário respondido por um especialista do mercado e consultas a dados secundários, foi obtido suporte para análise do comportamento estratégico e do desempenho das empresas, tendo como base a tipologia de Porter, com uma amostra de 22 empresas associadas a ABIC, Associação Brasileira da Industria do Café . Os resultados obtidos mostram que as empresas ainda estão adaptando-se ao novo cenário e buscando um posicionamento estratégico, e sugerem que as empresas com melhor desempenho são aquelas que buscam uma vantagem competitiva, através da diferenciação e redução dos custos. Estes resultados mostram ainda que as empresas que buscam a estratégia de enfoque, conforme a tipologia de Porter, ainda não foram identificadas neste novo cenário de desregulamentação do mercado. / [en] The aim of this work was the study of the Brazilian coffee industry, concerning its competitive and strategic positioning before and after the market deregulation, and the performances analysis achieved in the search of a competitive advantage at the present scenery. Using the data of the form answered by a specialist in this market and also consultations of secondary data, we obtained a result for the analysis of the strategic behavior and performance of the companies, using as a basis Porter`s typology, for the creation of strategic groups, using as a sample 22 companies members of ABIC, Associação Brasileira da Indústria do Café. The results achieved show that the companies are still adapting themselves to the new scenery and looking for a strategic positioning and suggest that the companies with better performance are those which look for competitive advantage, through the differentiation and costs reduction. These results show yet that the companies which look for a focused strategy, according to Porter`s typology, were not yet identified in this new scenery of market deregulation.

This descriptive, phenomenological case study presents the perspectives of small-scale coffee producers in Guatemala regarding cooperative membership, sustainable coffee certification programs and the role of ANACAFE. The viewpoints of two producer cooperatives are described based on participant observation, semi-structured interviews and focus groups. Through content analysis the transcribed data were categorized and summarized, and emergent themes are discussed. Advantages to cooperative membership include access to finances, information, cost sharing and expanding direct-trade relationships. Challenges identified are securing finances and attracting new membership. Certification programs may be desirable, but access to information regarding program types is limited. Participants feel that standards do not reflect cultural differences, and the producers question who actually receives the advertised price premiums. The use of best-practices incorporating the social, environmental and economic principles of certification programs is preferred. ANACAFE is a source of technical information and funding but resource access is selective and limited.

El presente trabajo tiene como objetivo satisfacer una demanda generada en el mercado del negocio más grande del país: la minería. El presente proyecto generará bienestar económico para una parte de la población ya que generará trabajo y desarrollo económico. El documento presenta todo el sustento social, económico, operativo y tecnológico del proyecto. El producto generado es un producto poco común en el mercado pero tiene aplicaciones muy beneficiosas para el procesamiento de diferentes minerales. La propuesta plantea el diseño de una planta de producción de carbón activo en base a cáscara de café. El procesamiento de minerales con el producto presentado agrega valor al producto mineral final, generando una ventaja competitiva en el mercado minero, por lo que consideramos que el producto tendrá una gran acogida y podría motivar a muchos negocios mineros a darle diferentes ventajas competitivas a diferentes minerales. / The present work has the purpose of satisfying a demand generated in the biggest business on the country: mining. The present project will generate economic wellness for a part of the population because it will generate work and economic development. This document presents the economic, social, operative and technological support for the project. The product generated is poorly known on the market but has beneficial applications on minerals processing. The project proposal presents the design of an coffee shell based activated carbon production plant. The minerals processing with the presented product adds value on the final mineral product, generating a competitive advantage in the mining market, that is why we consider that the product will have a big reception and could motivate different mining businesses to add different competitive advantages to their minerals. / Trabajo de investigación

Aim of this diploma thesis is to describe functioning of global coffee value chains and this knowledge then apply to the coffee industry in Vietnam which serves as a case study. The introductory chapter focuses firstly on institutional background of value chains, processes and management processes used in the agricultural industry. The thesis also contains analysis of global coffee value chain, including the identification of entities engaged in the chain and their contribution to the creation of added value. Next chapter describes the development of the world coffee market and production of the world's major producers and exporters of coffee. The thesis also deals with the topic of economic and social sustainability and the impact of global value chains on the environment. Final part of the thesis concentrates on the position of the coffee industry in Vietnam, its structure and development over the past 40 years. Attention is paid also to a problematic position of small growers or to the opportunities of the development of the local coffee industry.

Recent years have witnessed a proliferation in the number of products receiving specialized ethical certification labels, even though scholars have underscored that the actual effects of such labels are not well understood. (Luetchford 2012) In the area of coffee in particular, case studies have highlighted that Fair Trade labeling seems to operate in unexpected ways, beyond its straightforward financial incentives. This has led to a call for deeper investigation into the specific mechanisms—particularly the extra-economic and social processes—through which Fair Trade acts on coffee growers and their communities. This is seconded by recent studies that have noted a lack of equality between men and women members of Fair Trade co-operatives, in stark contrast to the label’s advertised aims of advancing gender equity and women’s development. (Bacon 2010; Lyon 2008) This friction has contributed to the emergence of separate, all-women’s Fair Trade co-operatives in coffee-growing regions around the globe, and the specialty marketing of their coffee (e.g., Café Femenino and Las Hermanas from Nicaragua) as specifically empowering for women. (Fair Trade USA 2012; Bacon 2010; Lyon 2008) Yet, as with other ethical labels, the actual processes through which these women’s co-operatives affect their members is under-studied and in need of deeper ethnographic investigation. (Hanson et al. 2012; Lyon 2008) In order to address these gaps in the literature, this study captures the complex social processes set in motion by Fair Trade through a comparative ethnography of a traditional mixed men and women’s co-operative and a newer, all-women’s co-operative in neighboring coffee-growing communities in northern Nicaragua. This research positions the sociological construct of social capital as a robust theoretical lens capable of illuminating diverse dynamics within these groups and their larger structural contexts. The use of social capital theory not only allows access to critical and unexplored insights into the “associational life” created by Fair Trade co-operatives, but also presents an opportunity to explore a “strategic site” of social capital in action and extend the theory by addressing debates surrounding its oft-contested definitions and relationship to gender. (Putnam 2000:60; Portes 2010:2; Burawoy 1998) Specifically, this research examines three perspectives on social capital: Bourdieu’s (1986) resource framework, Coleman’s (1988:108) description of social capital as a platform or “appropriable social organization,” and Putnam’s (2000) notion of social capital as trust. Further, this study critically interrogates the characterization of social capital as a kind of “women’s capital,” and its promotion as both a means and an ends to gendered empowerment. (Maclean 2010:498) In pursuit of these aims, this research both draws on and adds to the literature in the areas of ethical consumption and Fair Trade studies, economic sociology, the sociology of globalization, gender theory, gender and development, men and masculinities, local and transnational feminist movements, empowerment frameworks, and the social determinants of health. This extended case method ethnography links microprocesses to macroforces, through a localized understanding of globalization—in this case the impact of Northern ethical consumption practices and ideologies on producer communities in the Global South. In addition, as an applied ethnography in the tradition of public sociology, this study provides analysis that is useful not only to scholars, but could directly inform further setting-appropriate development efforts.

Made available in DSpace on 2016-12-23T14:32:59Z (GMT). No. of bitstreams: 1 Sob clima tenso.pdf: 792240 bytes, checksum: 58265f185a13eefd48f7c43f51decdcc (MD5) Previous issue date: 2007-03-30 / In this paper the shift of the political and economical axis of coffee production of the zona da Mata, in the state of Minas Gerais, during the 1930 s and the way it was prevailed over by the central metallurgical region, mainly directed to iron and steel industry, is analyzed. The study starts from the theoretical analysis of three basics aspects: a) the shock of the 1929 crisis, which led to changes in the economic policy in most Latin-American countries; b) the economic policy of the brazilian government from 1920 through 1930; and c) the modus operandi of brazilian upper classes concerning president Vargas s project of industrialization during the 1930 s. Next, changes are analyzed which occurred in the urban and industrial sectors of coffee economy, centered in Juiz de Fora, in the zona da Mata, during the 1920 s and 1930 s, especially during the post-1920 period. In order to reach this aim, primary sources are analyzed, such as bankruptcy proceedings of business corporations and limited companies in the industrial, financial and comercial sectors. Lastly, an effort was made to identify the rise of the bourgeoisie in Belo Horizonte, the capital city of the Minas Gerais, during the post-1930 period. The project, as well as the accomplishment of this class so as to secure admittance to the decision areas of Minas Gerais government, are discussed. / O objetivo central desta dissertação é analisar o deslocamento dos eixos político e econômico em Minas Gerais durante a década de 1930. Analisamos como o complexo cafeeiro da zona da Mata foi sobrepujado, neste processo, pela região centro-metalúrgica, especializada no setor siderúrgico. Para tanto, partimos em primeiro lugar da análise teórica de três aspectos fundamentais para se chegar ao foco do estudo: a) os impactos da crise internacional de 1929, fato que influenciou em mudanças na política econômica da maioria dos países latino-americanos; b) a política econômica do governo brasileiro entre 1920 e 1930 e; c) a ação das elites nacionais diante do projeto varguista de industrialização na década de 1930. Em seguida, abordamos as mudanças ocorridas no segmento urbano-industrial do complexo cafeeiro sediado na cidade de Juiz de Fora, na zona da Mata mineira, durante as décadas de 1920 e 1930, em especial no período pós-1929. Para tanto, são analisadas fontes primárias, como processos de falências de sociedades anônimas e firmas limitadas dos ramos industrial, financeiro e comercial. Por fim, procuraremos detectar a ascensão da burguesia sediada em Belo Horizonte, capital de Minas Gerais, no pós-1930.