African Journal of Agricultural Marketing

African Journal of Agricultural Marketing ISSN 2375-1061 Vol. 8 (8), pp. 001-010, August, 2020. © International Scholars Journals

Full Length Research Paper

Convention economics and coordination mechanisms in collective actions: The Uruguay certified beef case

Guilherme Cunha Malafaia1*, Julio Otavio Jardim Barcellos2, Eugênio Ávila Pedrozo2 and Maria Emilia Camargo1

1University of Caxias do Sul - UCS, Francisco Getúlio Vargas Street, 1130 - CEP 95070-560 - Caxias do Sul - RS - Brazil.

2Federal University of Rio Grande do Sul - UFRGS, Washington Luis Street, 855 - CEP: 90010-460 – Porto Alegre - RS - Brazil.

Accepted 12 March, 2020

Abstract

Consumers’ interest for food quality and safety increases every day. The sanitary crises that have occurred in the beef cattle market have led to the need to guarantee traceability and the development of specialty brands (origin denominations, natural and organic meats, racial stamps, among others), in which trust in the process is the basic tool for competence. Therefore, this study aims to identify the forms of coordination configured by the agents of a beef cattle production chain in Uruguay that seeks to develop an assured quality plan to differentiate the meat produced with the objective of generating competitive advantages in the beef cattle market. Operationalization of the research was carried out through a case study with the application of in-depth interviews with the members of the chain. The results point out that the activities developed within a production chain can be characterized by several forms of coordination in their different stages and even in a same segment, at the same time quality conventions would allow us to explain the combination of these forms of coordination in an integrated form of governance.

Key words: Convention economics, coordination mechanisms, collective actions, beef cattle.