„… their coffee-tasting are, vis-à-vis Nespresso’s qualities, totally oblivious to George Clooney’s appeal …” „… . She opts for the latter, and as George Clooney heads for the tasting area where the coffee machines …” „… walking over to the coffee counter, preparing the Nespresso of his choice, and on the other there are the …”

„… about coffee brands. What had happened? Well, I was given, as a present, an Amici coffee-machine. Amici …” „… Religion – Marketing‘s Unwitting Godparent A Case Study of Coffee Branding Consumer Loyalty …” „… BUT_Ulrich_5799-2.indd 2 20.05.19 11:52 A Case Study of Coffee Branding and Consumer Loyalty Michael Leo …”

„… Conclusion Nespresso, one of Nestlé’s coffee brands, has earned its owner exceptionally high …” „… into a world of branded coffee consumption, which, once inside, does not seem to provide for a way out …” „… campaign’s effective creation of a model of coffee consumption, as well as a model for coffee consumption …”

„… – for example, another coffee brand. Therefore, a corporation finding itself in that situation, selling …” „… need, they are all in need of something. With respect to Nespresso’s efforts to launch a new coffee …” „… brand then, Nespresso faced the challenge of turning coffee into something else, to heave it to another …”

„… return to the aforementioned challenge of transforming coffee into something consumers do not yet have …” „… , the narrative successfully changes the connotative meaning of a signifier, a cup of coffee in this …” „… of coffee, changes through the commercial’s narrative: George Clooney drinks a coffee for which there …”

„… of new coffee flavours, packaged into easy-to-handle capsules. As Bloomberg reported in February 2013 …” „… : Nestlé SA (NESN) has found something even better than single-serve coffee costing twice as much as ground …” „… Swiss company in October [2012] introduced Hawaii Kona Special Reserve, a limited-edition coffee for its …”

„… , November 30). The saga continues: George Clooney and John Malkovich star in a second Nespresso coffee ad …” „… - John-Malkovich-star-second-Nespresso-coffee-ad.html 8 Reference List 270 Davis, W. (2011). A General Theory of Visual Culture. Princeton, NJ …” „… ) Matzler, K., Bailom, F., von den Eichen S. F., & Kohler, T. (2013). Business model innovation: coffee …”

„… (Bolz, 2002), and by the same token, Nespresso will represent the epitome of coffee culture. This …”

„… (Daviron & Ponte, 2005). As case studies, we have selected the three largest coffee-producing countries …” „… in Cerrado Mineiro 35 coffee pickers in the coffeegrowing towns of Andes and Ciudad Bolívar …” „… century, the habit of coffee-drinking was engrained among the elites in Europe, inspiring immigrants and …”

„… ........................ 16 Figure 3: World’s largest coffee-producing countries in 2018 (in 1,000 60 kg bags) .......... 17 …” „… ............ 118 Figure 2: World’s largest coffee-producing countries, green coffee, tons, 2018 …” „… ......................................................................................... 13 Figure 2: The value of total exports of coffee, rice, and mango, 1961-2018 …”

„… Rice/Staple Mango/Perishable Coffee/cash crop Working and livelihood conditions …” „… . In DakLak, the biggest coffeefarming province in Vietnam, the coverage of certified coffee farming …” „… brand. Among the FNC members, 33 coffee-grower cooperatives exist, which provide complementary …”

„… supply chain Coffeehouse chains, supermarkets, roasters, national coffee boards Supermarkets …” „… milled Mangoes, mangosteens, guavas 17 Figure 3: World’s largest coffee-producing countries in 2018 (in …” „… social upgrading in four large coffee-exporting countries: Brazil, Colombia, Vietnam, and India. Their …”

„… international roasters and coffee-house chains dominate the market (see chapter on coffee in this volume). The …” „… the global value chains (GVCs) of coffee, mango, and rice, as assembled in this volume, hint at …” „… , while some mango-producing areas in India were more successful in gaining it.8 In contrast, coffee …”

„… sites with non-certified ones. What the enormous data collected on these sites (of coffee and flowers …” „… in Ethiopia and coffee and tea in Uganda) points out is in line with Besky’s findings. As it is put …” „… slowly become the rule (Ewert & Du Toit, 2005). In the case of Vietnam, the solidarity in the coffee VC …”

„… Schneider 3. Economic and Social Upgrading in the Coffee VC in a Comparative Perspective …” „… comparative analysis of the cases of stimulating (coffee), highly perishable (mango) and staple (rice …” „… : Business-to-business CACCER: Cerrado Coffee Growers Associations Council (Brazil) COCEARGS: Central Cooperative of …”

„… level of interventions than in the production and marketing of mango and even coffee. In contrast to …” „… coffee (see coffee chapter), the rice value chain (VC) is mainly but not exclusively domestic. Thus, one …”

„… 221 The Creation of the Common Code for the Coffee Community and the 4C Association Melani Peláez …” „… Jara Crisis, pressure and reaction Coffee is one of the most consumed products in the world and it is …” „… . In 2012, coffee was the seventh most traded agricultural commodity after soy, wheat, palm oil …”

„… 11 List of Abbreviations 3G Global Governance Group 4C Common Code of the Coffee Community …” „… Kaffeeverband (German Coffee Association) DLP Developmental Leadership Programme DMQ Distrito Metropolitano de …” „… European Center for Development Policy Management ECF European Coffee Federation ECOSOC Economic and Social …”

„… highlights the Common Code for the Coffee Community and the 4C Association, the dialogue process and creation …” „… of a worldwide sustainable standard for the production of coffee. Private sector participation in …”

„… Rösch 209 Chapter 11: The Creation of the Common Code for the Coffee Community and the 4C Association …”

„… standards and credible certification mechanisms, cost sharing Institutionalized Common Code for the Coffee …”