Legitimacy as a barrier: An analysis of Brazilian premium cocoa and chocolate legitimation process

How can a product be legitimated when the legitimation process includes another legitimate product as a barrier? To address this question, we conducted a process theorization through in-depth analysis of interviews and newspaper articles in the context of Brazilian premium cocoa and chocolate markets. We found that the legitimation process involving the interaction of different actors focused on building cultural-cognitive legitimacy was supported, in particular, by normative legitimacy. In this process, media appears as an important market ally in educating consumers. We used institutional theory to show that it is essential to address other legitimate products and the interaction of actors to understand the legitimationprocess

Flipped classroom goes sideways: reflections on active learning methodologies

Purpose: The present study aims to investigate an unsuccessful implementation of an active learning methodology, that have emerged to improve learning processes and broaden students’ roles in the classroom. Most studies on the subject focus on developing learning strategies based on successful implementations of such methods. Nevertheless, critical reflections on unsuccessful cases might also provide material for developing further contributions to this literature. Design/Methodology/Approach: We conducted an intrinsic case study of an unsuccessful application of the flipped classroom method to an undergraduate basic Statistics course at a Brazilian business school. The data collected comprises the course’s syllabus, evaluation forms, and two rounds of interviews with students and the professor. Findings: Our findings indicate that, apart from what had been mapped by past literature, three additional aspects may limit the chances of successfully implementing a flipped classroom methodology: students’ educational backgrounds, the course’s structural issues, and methodological and relational issues. Originality/value: The present study contributes to the literature on active learning methodologies mainly by mapping additional aspects that should be considered in the implementation of the flipped classroom methodology. Additionally, we investigate an unsuccessful case of such an implementation which is still scant within this literature

Legitimidade como uma barreira: Análise do processo de legitimação do cacau e chocolate premium brasileiros

How can a product be legitimated when the legitimation process includes another legitimate product as a barrier? To address this question, we conducted a process theorization through in-depth analysis of interviews and newspaper articles in the context of Brazilian premium cocoa and chocolate markets. We found that the legitimation process involving the interaction of different actors focused on building cul­tural-cognitive legitimacy was supported, in particular, by normative legitimacy. In this process, media appears as an important market ally in educating consumers. We used institutional theory to show that it is essential to address other legitimate products and the interaction of actors to understand the legi­timation process.Como um produto pode ser legitimado quando seu processo de legitimação inclui outro produto legí­timo como barreira? Para responder a essa pergunta, realizamos uma teorização de processo utilizando artigos de jornal e entrevistas em profundidade no contexto dos mercados brasileiros de cacau e cho­colate premium. Descobrimos que o processo de legitimação envolve a interação de diferentes atores focados na construção de legitimidade cultural-cognitiva, apoiada principalmente pela legitimidade normativa. Nesse processo, a mídia aparece como um importante aliado do mercado, educando os consumidores. Utilizamos teoria institucional para mostrar que abordar outros produtos legítimos e a interação dos atores é essencial para entender o processo de legitimação.¿Cómo puede un producto ser legitimado cuando su proceso de legitimación incluye otro producto legí­timo como barrera? Para responder esta pregunta, realizamos una teorización del proceso utilizando artículos de periódicos y entrevistas en profundidad, en el contexto de los mercados brasileños de cacao y de chocolate premium. Descubrimos que el proceso de legitimación involucra la interacción de diferen­tes actores enfocados en la construcción de la legitimidad cultural-cognitiva, apoyada principalmente por la legitimidad normativa. En este proceso, los medios de comunicación aparecen como importantes aliados del mercado al educar a los consumidores. Utilizamos la teoría institucional para mostrar que abordar otros productos legítimos y la interacción de los actores es esencial para entender el proceso de legitimación