Communication Strategies in the Brazilian Beef Supply Chain

Objective: The objective of this study is to investigate how communication strategies influence the competitiveness and sustainability of the beef supply chain in the global market. Theoretical Framework: The main concepts that underpin the research were presented, such as product differentiation, marketing, strategic communication, and sustainability, providing a solid foundation for understanding the context of the investigation. Method: The methodology adopted for this research includes a literature review, with the collection and analysis of data from academic and non-academic sources, including journals, books, news websites, and marketing channels on YouTube from companies in the sector. Results and Discussion: The results indicated that initiatives like the Hilton Quota and Carbon Neutral Beef are effective in differentiating Brazilian products in the global market. The discussion analyzes these findings in relation to the theoretical framework, addressing the difficulty in distinguishing similar products and the lack of investment in branding by slaughterhouses, as well as their implications for consumer perception. Research Implications: The practical and theoretical implications of this research provide insights into how communication strategies can influence sustainability and competitiveness in the beef sector, especially in international markets that value sustainable products. Originality/Value: This study contributes to the literature by addressing the intersection between marketing and sustainability in the beef supply chain, presenting an innovative approach to integrating responsible practices into companies' communication strategies. Its relevance is highlighted by the potential to positively impact both professional practice and academic research in the field.