Journal of Evolutionary Economics

, Volume 25, Issue 2, pp 371–400 | Cite as

Transactional innovation as performative action: transforming comparative advantage in the global coffee business

  • Pierpaolo Andriani
  • Carsten Herrmann-PillathEmail author
Regular Article


We present a theory about the role of transactional innovation in transforming comparative advantage of countries into competitive advantage of firms in international trade. We test this theory in analyzing one case study, the shift of parts of the Brazilian coffee business from the commoditized to the de-commoditized regime that was triggered by one single Italian quality coffee company. New transactional capabilities created by entrepreneurial action allow performing comparative advantage in novel ways, thus changing the social ontology of international trade as embodied in particular products, such as coffee beans.


Comparative advantage Trading Transactional regimes Performativity Coffee 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.Kedge Business SchoolMarseilleFrance
  2. 2.Witten/Herdecke UniversityWittenGermany

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