Integrated marketing communication as a strategic tool for geographical indication

PurposeIntegrated marketing communication (IMC) is a management tool that accompanies market dynamics, business environment and technological transformations and can become a competitive differential for organizations that use it. This study's aim is to propose that IMC can be a strategic tool in the context of geographical indication (GI).Design/methodology/approachExploratory research was conducted with a qualitative approach through an integrated unique case study, including bibliographic, documentary research, direct observation and in-depth semi-structured interviews. The case chosen was the GI of Matas de Rond & ocirc;nia coffee, located in the Amazonia biome, which is the first denomination in the world of the sustainable Coffea canephora species and, to date, Brazil's only GI to include indigenous lands.FindingsIt was possible to confirm all propositions, and obtain theoretical, practical and public management contributions.Originality/valueThis research brings unpublished theoretical contributions, when presenting IMC as a strategic tool for GI, fills gaps and increases the literature in the areas of marketing, communication, food marketing and GI.