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Integrated marketing communication as a strategic tool for geographical indication

Renata Kelly da Silva, Janaina de Moura Engracia Giraldi

British Food Journal

ISSN: 0007-070X

Article publication date: 31 December 2024

Issue publication date: 18 February 2025

61

Abstract

Purpose

Integrated marketing communication (IMC) is a management tool that accompanies market dynamics, business environment and technological transformations and can become a competitive differential for organizations that use it. This study’s aim is to propose that IMC can be a strategic tool in the context of geographical indication (GI).

Design/methodology/approach

Exploratory research was conducted with a qualitative approach through an integrated unique case study, including bibliographic, documentary research, direct observation and in-depth semi-structured interviews. The case chosen was the GI of Matas de Rondônia coffee, located in the Amazonia biome, which is the first denomination in the world of the sustainable Coffea canephora species and, to date, Brazil’s only GI to include indigenous lands.

Findings

It was possible to confirm all propositions, and obtain theoretical, practical and public management contributions.

Originality/value

This research brings unpublished theoretical contributions, when presenting IMC as a strategic tool for GI, fills gaps and increases the literature in the areas of marketing, communication, food marketing and GI.

Keywords

Acknowledgements

Funding: This work was supported by Brazil’s National Council for Scientific and Technological Development (CNPq), Process 302510/2022-2.

Citation

da Silva, R.K. and Giraldi, J.d.M.E. (2025), "Integrated marketing communication as a strategic tool for geographical indication", British Food Journal, Vol. 127 No. 3, pp. 936-949. https://doi.org/10.1108/BFJ-09-2024-0949

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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