Στρατηγικές βιώσιμης ανάπτυξης των επιχειρήσεων. Επισκόπηση του κλάδου καφέ & ανάλυση περίπτωσης της εταιρείας "KAFEA TERRA"
Sustainable business development strategies. Coffee industry overview & case study of “KAFEA TERRA” company
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Στρατηγική ; Βιώσιμη ανάπτυξη ; ΚαφέςAbstract
In this dissertation are studied the Sustainable Development as an approach to business and its integration in the broader Business Development Strategy and the coffee sector along with the case of a Greek coffee importing and processing company "KAFEA TERRA". The objectives of this study are: a) to investigate the importance of integrating sustainability in business strategy and the ways in which this can be achieved, b) to investigate the main sustainability issues that coffee sector is facing and the initiatives that coffee companies adopt to address them and c) case study of a large Greek coffee company in terms of sustainability issues.
According to the conclusions, the coffee sector faces severe sustainability problems, as high global consumption combined with the low standard of living in the countries where coffee trees grow cause substantial social and environmental issues. Coffee businesses are responding slowly to stakeholder pressures for sustainability, as they are subject to significant constraints. Some of these are that the coffee growing countries where the farms are located are far away from the countries where coffee is processed and consumed, farmers lack resources and knowledge about sustainable farming, the coffee packaging materials industry has not yet evolved enough to offer affordable solutions in sustainable packaging, and roasters lack leadership and staff with knowledge in managing these issues, as well as financial incentives and regulatory rules to accelerate this.
Exceptions are the major companies in the sector that operate globally and are growing by developing and implementing a Sustainable Development Strategy that connects sustainability with every stage of the value chain, from the agricultural sector and coffee producing countries, supporting farmers and biodiversity enhancement actions, to the reduction of greenhouse gas emissions and circular economy practices, aiming a sustainable coffee consumption.
The academic community has been working intensively in recent years on research aimed at a more sustainable coffee chain and on the other hand consumers are becoming increasingly aware and sensitive to sustainability issues. Therefore, evolvements in this area are expected to be continuous in the coming years.