摘要：The main purpose of this research is to evaluate the influence of two distinct programs over the coffee consumption in Brazil. The first one is the implementation of “Plano Real” and it’s consequences in terms of monetary stabilization and income growing. The second refers to a program that aimed to increase the quality of toasted coffee, launched by Associação Brasileira da Industria do Café – ABIC -, named “Selo Pureza” (“Pureness Seal”). Macroeconomics conditions are considered external variables. However they can not be controlled by the organizations once they are able to cause high impacts on a company performance. Cooperative strategy is an association and in this case, participants have total control and can plan results. The methodology involves Multiple Regression Analysis; the the studied period is from 1990 to 2006. The results found show that the variables representing the macroeconomic conditions are not able to explain the consumption increase, although the relationship strategy is significant, suggesting that it presents a considerable importance for the consumption increase.
关键词：Estratégia competitiva e estratégia relacional;mercado de café;agronegócio;Competitive strategy;cooperative strategy;coffee market;agribusiness.
