Between empowerment and innovation
Focusing on the inspiring journey of the coffee farmers in Andradas, Brazil, the Coffee of Andradas case demonstrates how the farmers strive to elevate their livelihoods through marketing innovations, like the Andradas Flavour Map. By emphasising community empowerment and consumer engagement, the case resonates with educators and students who are passionate about sustainable business practices and global markets.
Professor Stefano Puntoni, lead author of the case and then professor of Marketing at RSM, said, “It’s a case that can be used to deliver a number of important learning objectives, from foundational insights into marketing strategy to international business, communication, and sustainability. I especially like how well the case ties to several sustainable development goals.”
A global academic impact
Thanks to a large number of individual organisations worldwide that have ordered and taught the case, it has become a bestseller, underlining its relevance and educational impact. This case has also contributed to RSM’s strong performance in The Case Centre Impact Index 2024.
CDC senior case writer and co-author of the case, Carla Gatt: “Beyond the business aspects, the case is a lesson in empowerment. It challenges students to think critically about how to elevate a local product to international markets while ensuring that the benefits flow back to the community that produces it. It’s about branding, distribution, and sustainability – but above all, it’s about people. That human element, combined with a broader economic and ethical discussion, is what makes The Coffee of Andradas such a powerful and memorable teaching tool.”
Celebrating collaborative success
Congratulations to Professor Stefano Puntoni, Carla Gatt, Rafael Alberto Souza e Silva, agronomist and founder of the Andradas Flavour Map, and all the contributors involved in crafting this compelling and impactful case. Their efforts continue to highlight the power that education holds in fostering positive change and building global connections.
For more information about this case and others, please visit the RSM Case Development Centre website or send an email to cdc@rsm.nl.
RSM Case Development Centre
Case studies are commonly utilised for educational purposes. A teaching case serves as a snapshot of a real-life situation, presenting a challenge that an organisation faced. It prompts students to adopt the perspectives of decision-makers and formulate effective solutions. A proficient case writer possesses the ability to articulate complex subjects in a manner accessible to non-experts, captivating readers with a compelling narrative.
RSM CDC (www.rsm.nl/cdc) operates as part of the school's Impact and Engagement Unit. We are distinguished in Europe as one of the few organisations specialising in case development. Our cases, made available through esteemed publishers such as Ivey Publishing, Harvard Business Publishing, SAGE Publishing, and the Case Centre, are widely utilised by universities and other organisations worldwide. Several of our cases have won international prizes and have been featured as articles in prominent publications like the Financial Times and Harvard Business Review.
Through collaborations with various European institutions, we actively engage in case development initiatives. Moreover, we deliver case writing workshops to scholars and aspiring case writers across the globe. We constantly seek innovative approaches to enhance case-based learning and eagerly explore new mediums, including multimedia, to present our cases.
