Detalhes bibliográficos
| Ano de defesa: |
2013 |
| Autor(a) principal: |
SILVA, Maria Rosângela Barbosa da
 |
| Orientador(a): |
VITAL, Tales Wanderley |
| Banca de defesa: |
KEHRLE, Luiz Rodrigues,
MORAES FILHO, Rodolfo Araújo de,
SOBRAL, Tiago farias |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Federal Rural de Pernambuco
|
| Programa de Pós-Graduação: |
Programa de Pós-Graduação em Administração e Desenvolvimento Rural
|
| Departamento: |
Departamento de Administração
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/4592
|
Resumo: |
This dissertation aims at analyzing the efficiency of the marketing of tomato, orange and papaya, in the CEASA-PE, the licensees of its links to the downstream, subjected to the action of the central project of packaging the perspective of ECT-Transaction Cost Economics . In order to meet the goal set, we used the theoretical basis of the economy of transaction costs and governance structures, it is often used to define when a structure can be considered efficient transactional. Methodologically, we used a database already exists, compiled by 124 questionnaires directly with stakeholders on the basis of three (3) Products opted for analysis, namely tomato, orange and papaya. The subjectivity in relation to the measurement of the attributes and characteristics of the transaction resulted in a descriptive analysis, being faced with what is promulgated ECT. The results indicated that the merchants who have to climb and more coordinated contracts, need to use standardized packaging administered by the central packaging, as well as focus on some actions as discounting of damages for losses, and other variables used in the analysis, which had some level of efficiency in commercialization. |
