O papel da reputação na coordenação vertical da cadeia produtiva de frutas, legumes e verduras frescos. / Reputation role in vertical coordination of fresh fruit and vegetable supply chain.

AUTOR(ES)

Eduardo Luiz Machado

DATA DE PUBLICAÇÃO

2002

RESUMO

The thesis’ objective consists in the determination of new governance structures capable of providing the necessary incentives and controls to the maintenance of product’s differentiation strategies in the fresh fruits and vegetables (FFV) productive chain, focusing the role of the modern retailers in the definition and adoption of private standards and classifications that intend to increase the chain’s vertical coordination. The thesis will show that the new strategies adopted by the modern retailers use the creation of private standards as a coordination mechanism of the transactions with producers and consumers, under the main objective of providing information to the producers about the commercialized products’ desirable quality and, simultaneously, fill up the consumer’s quality demands. New governance structures arise in the search of sustain to these transactions. The conjunction of signalizing mechanisms, credibility and reputation effect is the key factor to the effectiveness of the private standards as a coordination mechanism along the chain.

ASSUNTO(S)

padronização. standard and classification transaction cost economics reputation credibilidade reputação economia dos custos de transação credibility.

Documentos Relacionados

• Frutas, legumes e verduras: recomendações técnicas versus constructos sociais
• Representações sobre o consumo de frutas, verduras e legumes entre fruticultores de zona rural
• Boas práticas agrícolas e a produção orgânica de frutas, legumes e verduras.
• Fatores associados ao consumo de frutas, verduras e legumes em Nipo-Brasileiros
• Determinants of fruit and vegetable intake in adults living in São Paulo City.