Our study explores historical paradoxes in the coffee industry, focusing on the persistent tension between pragmatism and idealism. Paradoxes are defined as persistent conflicts between opposing yet complementary forces. For example, organizations must balance stability with the need for change. We analyzed the coffee industry in the United States over a century, from the 1910s to the 2020s, using archives from Harvard Business School’s Baker Library and other specialized sources. Our research highlights the paradox between pragmatic concerns (such as coffee supply during wartime) and ideological values (like sustainability concerns in the early 2000s). This tension, influenced by historical contexts, is ever-present. For managers, it is crucial to adapt strategies to cultural trends while balancing practical and idealistic goals. Understanding this dynamic helps navigate the complex landscape of the coffee industry, and this lesson is applicable to other sectors as well.
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Sustainability depends less on consumer choices and more on how supply chains are structured. Research on Brazil’s beef sector shows that, despite the BRSL initiative to improve sustainability, results fell short. Four types of distance geographical, organizational, cultural, and relational hindered collaboration. These gaps created communication problems and weakened trust among stakeholders. Real progress requires external mediators, such as governments or NGOs, to reconnect the entire supply chain.
- Research
- Logistics and Supply Chain
