A comunicação na articulação agroindustrial no modelo federado de cooperativas / The communication in the agribusiness articulation in the federated model of cooperatives

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

15/03/2011

RESUMO

The federated model of cooperatives requires an appropriate way to structure the information flows. The Single Cooperative operates in the process of organizing production, while the Central Cooperative care of industrialization and management of the products, brands and markets. Thus, communication plays an essential role in the articulation of different levels of the organization to act jointly and not competing for resources or face directly, taking the competitive potential of vertical integration cooperative. In this context, the objective of the study is to analyze the communication in the agribusiness articulation between Itambé and its Singles Cooperatives. Methodologically the research is exploratory-descriptive using a case study, supported by the interview technique. Among the results, it was noticed that there are certain criticisms concerning the functioning of the current federated model of cooperatives, however, recognize the benefits and guarantees. With regard to communication with the producer in the Itambé is still young, with growth prospects and challenges as the work focuses on low-level channels of wealth. The face to face contact (channel rich) through technical, would be the best means of communication that allow information exchange and would need to be better optimized by the Central Cooperative. The communication in cooperatives is poorly developed. The data reveal that there hasnt been a priority of the administrations of cooperative investment in this area, or have already established the department. The channel usually used by them is the Organization s Membership, in which a better investment would facilitate the communication process in the agro-industrial system, thus promoting greater involvement between the three levels found in the federated model, eliminating the gap, promoting the socialization of members, the improvement of technical services, production and productivity of their members. Thus, we conclude that the survival of the federated model will depend on how this is done through joint communication to understand each process that occurs within the system, prioritizing the model of "communication with interaction" that enables better feedback of information, because in the cooperative structure allows a more participatory and dialogue among the participants in the process.

ASSUNTO(S)

sistema agroindustrial cooperativas comunicação extensao rural communication cooperatives agribusiness system

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