Examining innovation in the coffee industry: an exploratory and cross-national study

Purpose – While coffee is a primary commodity and a popular beverage worldwide, research on innovation in this industry that incorporates the voices of coffee firm managers/owners operating across various national boundaries is scant. Drawing on the diffusion of innovations theory, this study aims to address this gap by examining how firms approach innovation, including how its role is perceived within their context, its potential contributions to their industry and the challenges that prevent innovation. Design/methodology/approach – The viewpoints of 131 coffee firm operators representing five coffee-producing nations were gathered and analysed using qualitative content analysis and a data structure method. Findings – Innovation primarily encompasses immersion in product- and production-based approaches; it can enhance the coffee industry’s potential by raising production standards and stimulating interest in coffee products. However, behavioural and attitudinal barriers, together with a lack of knowledge and preparation, prevent the full maximisation of innovation. Differences between leading and emerging coffee-producing nations were identified. Originality/value – In addition to addressing an important gap in cross-national research examining innovation in the coffee industry, the study reveals nine emerging conceptual dimensions that contributed to a model. Important practical implications emerge, as innovation requires constant effort beyond firm boundaries and involves a variety of supply chain stakeholders. Ultimately, these efforts that promote excellence and improvements must also positively affect the original source of coffee production: coffee growers.