ABSTRACT Objective: The aim of this paper was to identify the strategies developed for internationalization in order to create value in the artisanal cachaça sector of Brazil. Design/methodology/approach: A multiple-case study was applied in two artisanal cachaçarias. we carried out in-depth, semi-structured interviews with different stakeholders involved in supporting internationalization of these companies. To select the stakeholders we used snowball sampling. The content of the interviews was categorized and analysed according to accepted theory. Findings: Our study provides an overview of the organization and structure of the cachaçarias and reveals how internationalization is adding value to this network from a multi-stakeholder view. The support of the multi-stakeholder network is in an early stage, but it offers a promising future, since there is a consumer market being developed. Political power is needed to regulate the industry. Practical implications: Business internationalization of the handmade cachaça sector is a challenge, as most companies are small and do not have adequate financial resources or proper knowledge regarding international markets. Regulatory stakeholders support the cachaçarias in standardizing production and developing international strategies. The results can help to better understand the importance of collaboration embedded in stakeholder network relationships. Originality/value: Empirical research on internationalization in developing countries, especially in small and mediums sized firms is still very limited. We have shown that companies can benefit from specific organization structures when developing relationships within multi-stakeholder networks.

O estudo investiga o processo de tomada de decisão dos consumidores, suas atitudes e valores em relação ao alimento orgânico pelo uso da Teoria do Comportamento Planejado, adaptando a metodologia de um estudo da União Europeia. Foram entrevistados 450 consumidores em supermercados e feiras ecológicas em Porto Alegre, Brasil. Os resultados indicam um grande nível de penetração e uma atitude muito positiva em relação aos produtos orgânicos. Os entrevistados acreditam que os alimentos orgânicos são mais saudáveis, saborosos, mais naturais e ambientalmente corretos, apesar de serem menos atraentes visualmente e mais caros que alimentos convencionais. Os respondentes das feiras ecológicas representam um segmento específico com valores mais orientados para questões sociais. Os resultados mostram um alinhamento entre atitude positiva e comportamento do consumidor na amostra estudada. O estudo contribui para todas as partes envolvidas na cadeia de produtos orgânicos, já que o conhecimento dos atributos mais valorizados pelos consumidores pode apoiar o varejo a coordenarem a cadeia de suprimentos, estimulando mais produtores na adesão à certificação orgânica, melhorando suas práticas produtivas e renda. Consumidores também se beneficiam da oferta de alimentos orgânicos.

The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers' market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.

In this study we investigate the consumer's willingness to try innovative food products in the context of the metropolitan area of Porto Alegre in Brazil and Cirencester in England, UK. Innovation in the food industry is an important source of differentiation and a value-adding opportunity for managers to develop new products. Therefore, the adoption or rejection of innovative food products becomes strategic from a market point-of-view. Using the Domain Specific Innovativeness [DSI] scale and the Food Neophobia Scale [FNS], two surveys were carried out in Brazilian and British universities with 279 and 101 respondents, respectively. Consumers were not the most inclined to adopt innovations, but they were not afraid of new foods either, especially in the UK. Managers in the food industry could be missing out on opportunities to innovate more. The results provide strategic and unique information about consumers for the food industry, aiming at supporting the development of innovative food products.