Relacionamento entre produtores e atacadistas de hortaliças sob a ótica de Economias Políticas: um estudo de caso empírico sobre díades de canal

Abstract

This paper aims to characterize the relationship of marketing channel dyads from a Transaction Cost Economy (TCE) point of view, and by the framing proposed by the Political Economies framework, by Stern and Reve (1980). The literature about TCE brings about a definition of market structures and constructs for the study of relationships between organizations. The Political Economies framework allows organizing aspects linked on the processes and structures of the relationship using a qualitative model that aims to organize the elements present in the relationship. The case study accomplished between a big carrot producer and its wholesaler agent demonstrates the possibility of the utilization of this model to the relationship configuration analysis on this segment. In terms of economic structure the dyad presents a vertical strategy characterizing a hierarchical mechanism. On the economic processes, there are informality and tendencies to bounded rationality guided by the wholesale structure. The socio-political structure presents balance of power between the producer and the wholesaler and in the socio-political processes there are cooperation between the members in reason of the present hierarchy.