Integrated marketing communication as a strategic tool for geographical indication
ISSN: 0007-070X
Article publication date: 31 December 2024
Issue publication date: 18 February 2025
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This research brings unpublished theoretical contributions, when presenting IMC as a strategic tool for GI, fills gaps and increases the literature in the areas of marketing, communication,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
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