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- Title
ALIANÇAS MERCADOLÓGICAS E ESTRATÉGIAS DE DIFERENCIAÇÃO NA CADEIA DA CARNE BOVINA NO BRASIL.
- Authors
de Oliveira, Tamara Esteves; Gianezini, Miguelangelo; Peripoli, Vanessa; Jardim Barcellos, Júlio Otávio
- Abstract
The market alliances emerge in response to new market needs and consumer demands. However, these initiatives still have some challenges in terms of organization and coordination of the beef chain in Brazil. This study aims to describe some examples of strategic alliances in this sector, and identify the elements of differentiation (best practices). We conducted a study of the concepts of market alliance from the perspective of the agribusiness production chains, including major challenges and a documentary survey, to provide examples of Brazilian market alliances and illustrate the elements that allowed the successful market alliances studied. The results indicate that the regional perspective, the adoption of specific certification, the premium payment and the size of the group of producers are elements of differentiation that can influence the success of a particular alliance in this sector.
- Subjects
BRAZIL; STRATEGIC alliances (Business); BEEF industry; CONSUMPTION (Economics); MARKETING strategy; SUPPLY chains; MANAGEMENT
- Publication
Revista Ibero-Americana de Estratégia (RIAE), 2015, Vol 14, Issue 1, p40
- ISSN
2176-0756
- Publication type
Article
- DOI
10.5585/ijsm.v14i2.2056