A INFLUÊNCIA DA ESTRATÉGIA COMPETITIVA DE POSICIONAMENTO DO PRODUTO NA ESTRUTURA DE GOVERNANÇA DA COMPRA DE EMBALAGENS DO SAG DO FRANGO DE CORTE

Abstract

This article deals with the influence of strategic positioning on the governance structure in transactions between packaging suppliers and meat product processors, in the poultry Agroindustrial System (AGS). It aims to understand how the search for efficiency in the transaction with the packaging supplier segment is influenced by the strategic positioning of the processor segment, in the broiler chicken AGS. The main theories used are: TCE and Competitive Strategy. In parallel, aspects of the competitive strategic positioning theory are used. Methodologically the study has a qualitative nature, interviews are conducted with semi-structured scripts, where a content analysis is made with categories previously conceived by the theory. The main results are as follows: When the competitive strategy of the processor is oriented towards differentiation, the studied transaction requires the hybrid structure, closer to the hierarchy, to remain efficient. Likewise, when the competitive strategy is oriented towards costs or focus, this influence should direct the governance structure towards the hybrid form that tends to the market.