Author(s): MALAFAIA, G. C.; AZEVEDO, D. B. de; COSTA, F. P.

Summary: Due to its heterogeneous resources, the peculiarity of a certain Region or Country provides specific attributes to a product (quality), possibly generating competitive advantages. Consequently, the definition of these attributes supposes the existence of coordination between a large number of agents in which the negotiation of rules and norms define the social construction of competitive advantages. Therefore, the article aims to identify how the coordination of strategic territorial assets established by the Producers Association in the beef cattle production chain in Rio Grande do Sul has contributed for the social construction of competitive advantages. The research comprises a case study, with the application of in-depth interviews with members of the Association. The results point out that a local agro-alimentary system can be considered more or less articulate depending on which quality conventions ? or combination of conventions ? are present throughout the system. These dynamics are linked to the legitimacy of its governance forms, or in other words, the acceptance of the firm?s resource organization models and the coordination of inter-firm resources. The specificity of the product therefore derives from the variety of ways the strategic territorial assets are coordinated.

Publication year: 2011

Types of publication: Paper in annals and proceedings

Unit: Embrapa Beef Cattle

Keywords: Agronegócio, Bovinocultura de corte