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Revista Brasileira de Fruticultura

versão impressa ISSN 0100-2945versão On-line ISSN 1806-9967

Resumo

COSTA, Sílvia Maria Almeida Lima; GOMES, Marcos Roberto Lacerda  e  TARSITANO, Maria Aparecida Anselmo. Comercialization of fine grapes in the region of Jales,state of São Paulo. Rev. Bras. Frutic. [online]. 2008, vol.30, n.1, pp.127-132. ISSN 1806-9967.  https://doi.org/10.1590/S0100-29452008000100024.

The production of fine grapes stands out among the most important economical activities in the Northwest region of the State of São Paulo, Brazil. However, this area's farmers commonly point out problems referring to the commercialization of the fruit as one of the most important obstacles interposed to the development of the regional horticulture. This work analyzes the transactions between producers and the agents of the fruit commercialization, arguing about the actual governance structures and the reasons which explain the producers exposition to opportunist behaviors associated to the delivers. It is concluded that producers who develop more specialized productive systems and offer better quality of fruits are attended by intermediary agents also specialized, and therefore they are less exposed to opportunist behaviors. In these cases the relationship between the agents becomes more effective and systematic, and the governance structures transits from market coordination through hybrid forms.

Palavras-chave : grape; transaction economics cost; fruit commercialization.

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