ISHS Acta Horticulturae 429: XIII International Symposium on Horticultural Economics
AN ALLIANCE STRATEGY IN THE FRUIT AND VEGETABLE SECTOR: THE EXAMPLE OF AGRO-MARCHÉ STRATEGIES |
| Author: | J.C. Montigaud |
| Keywords: | Alliance, Commodity system, Big retailers, Logistics, Marketing organizations, Network |
| Abstract:
Within fruit and vegetable commodity systems, large retailers are becoming more and more dominant. In the face of these constraints, suppliers (producers and shippers) have to adapt if they want to continue existing. Two attitudes can be distinguished: either to set up some hegemonic strategies that result in the appearance of a bottleneck (mainly clock auctions), or to create a network of firms built on an alliance strategy. This paper traces the emergence of the problems related to the alliances and, using the example of AMS, describes their functioning, and measures their performances. In conclusion, we will discuss the minimum conditions for starting alliances, their limits, and stakes. | |
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