The Brazilian cotton marketing initiative: ‘Sou de Algodão’ case

This case shares the experience of Arlindo Moura, president of ABRAPA (Brazilian Association of Cotton Producers), who led the implementation of a plan to incentivize the use of cotton in Brazil. The plan was built after analyzing the relevant cotton value chain, which includes producers, spinners, textile manufacturers, clothing manufacturers, fashion influencers, universities and consumers. A network of service providers and supporters were aligned around the objective of growing the volume of cotton used throughout the chain. The case shows the strategy behind the campaigns and several promotional actions. Students are presented with challenges related to moving the effort forward following a successful program launch and are asked to consider what ABRAPA should consider in order to establish a continuous, long term and self-sustained effort of increasing cotton demand. Marketing, finance and governance issues are included.


Issue Date:
2018
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/273718
ISSN:
1559-2448
Language:
English
Published in:
International Food and Agribusiness Management Review, 21, 5
Page range:
669-678
JEL Codes:
M31




 Record created 2018-06-19, last modified 2020-10-28

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