The second-hand vehicle market in Europe, America, and Japan has entered the mature period and showed the following market characteristic: 1.Large business volume and has formed effect of scale Volume of the second-hand vehicle business in developed countries is lot more than the volume of the new vehicle. Generally it is above a time. According to the summary statistics, the annual sales volume of American second-hand vehicle is already 2.5 times of its new vehicle sales volume, and the year sales volume of Japanese second-hand vehicle has continuously surpassed its new vehicle the sales volume for many years. Just because of huge second-hand vehicle market, the developed countries can maintain a stable and huge market of new vehicle market. The related data demonstrated that, in a mature auto market, the average of vehicle discard cycle is about 8 - 12 years, but the average of vehicle renew cycle is less than 4 years. It is obvious that the second-hand vehicle market has quite a few of the spaces to operate. 2.Lower price and balance the supply and demand quantity in the market The 21st century has become "the automobile society". Cars have become an essential transportation for the modern families, but consumers from different levels have different demands for cars. Part of the consumers, which from middle class and above mainly buy new cars. They pay more attention to the reliability of the vehicles instead of the price. Most of them would consider changing cars after four or five years when the reliability of the vehicle go down and the chance of accidental breakdown increase. But consumers, which are below the middle class, then take the second-hand car as the main consideration. It is because of the lower price consideration. The price of second-hand car is about half of a new car. It's still quite reliable to be used for two to four years. And the loss of depreciation value would be smaller than buying a new car. Such second-hand car is still possible to be sold once more after using. The price then would be only 20%-30% of a new one. Those cars are mainly sold to the people who have lower income or students who have no income. Moreover there are some older cars that even cost less, which costs only about 5%-10% of a new car. Although it is a must to spend certain money on maintenance costs, the total cost would still be the lowest. It is quite beneficial. Therefore the supply of second-hand vehicle is a little bit larger than the demand quantity. The price of the second-hand cars is also lower. That is to balance the supply and demand quantity in the market 3.The system organize well and promote the market to be developed Second-hand vehicle markets in the developed countries generally form a perfect purchasing and selling system. And that promotes the organization of second-hand auction and wholesale. Governments formulate related laws of second-hand vehicle trading to protect consumer's rights and interests. Each organization runs fairly and effective and that makes the price in second-hand vehicle markets of the developed countries tend to be stable. Consumers do not have to worry about the loss which is from the unstable value of vehicles. The value of second-hand vehicles affects the guarantee value of vehicles and the stimulation of buying new cars deep and far. The steady of second-hand vehicle markets has made new- and second-hand vehicle markets promote fairly well. The generality of second-hand vehicle markets in developing countries are: 1. Less source and higher price Because of the average income of the developing countries is lot more lower than the developed countries, the proportion of wanting to buy second-hand cars is lot more than the developed countries. Furthermore, vehicle renew cycle of these countries is longer than the developed countries. Therefore make the source of second-hand vehicle to be limited. And the situation of supply is unable to meet the demand is very common. It has made the price of second-hand vehicle become lot higher than the developed countries. Even though, the price of second-hand cars is still lower than new cars. Considering from the economy, second-hand cars are still popular. 2. The trading is flexible and the management is tend to be ruled day by day The main characteristic of the second-hand vehicle markets in developing countries is flexible trading. There are direct personal trading, store trading, and also auction trading. Anyhow they regulate and run by the market rules themselves. Although the second-hand vehicles markets have go along for many years, it is still immature. There is still a certain difference in scale, price, market standard, and market operation from developed countries. These countries have already realized this and are now trying to improve. They are endeavoring to regulate the law and the policy and also coordinating with the new- and second-hand markets. They are trying to regulate the price and balance the supply and demanding. These have made their trading way become closer to the developed countries. Market of Taiwan has also followed this tendency to Europe, America, and Japan. Comparing with the developed countries, the second-hand vehicle markets in Taiwan starts later but develops faster. The trading way is like the Eight Immortals crossing the sea, each one showing his special prowess. The trading pattern and the legal rules are still not soundness. The disputes happen quite often. Before the information of a new car has not fully exposed, it is risky to purchase second-hand car. Consumer could just be the last white mouse for the sellers and can only pray for himself. Making a comprehensive survey of second-hand vehicle markets in developed countries like America and Japan, the policy, the law and the coordination between the new- and second-hand vehicle markets are the main reason to make second-hand vehicle markets become prosperous in these countries. Because of the legal standard is incomplete in our country. The problem of asymmetric information exists in the market. And that makes the rights and the interests of consumers can not be protected when they purchase cars. This research is mainly investigating via interviews, related documents, and theories, and also case study and analyze. Then induces the system which can promote consumers' rights and interests and also to make consumers' rights and interests to be protected. Therefore they can feel at ease buying cars and also trying to provide proprietors a way to make reference of the system establishment.

事業採行贈品贈獎促銷活動時其動機除追求利潤極大化外，無外乎是要自市場競爭對手吸引交易相對人與其交易；若事業所提供之贈品或贈獎之價值過高，意圖藉此將競爭者逐出市場，或者是阻礙潛在競爭者進入市場，係屬於「顯失公平」之不公平競爭行為，應受公平交易法之規範，且由於贈品贈獎最主要之經濟性質為減價以促銷原產品，當贈品贈獎之價值過高時，此時提供贈品贈獎之事業就有可能涉及不公平競爭。 本研究論文以我國公平交易法對事業採行贈品贈獎促銷行為規範為出發，就104年修法前之案例探討及修法後之新發展，分別作案例分析及事業對新法條的看法調查。案例分析的部分，以個別案例事實、公平委員會處分理由進行評析；在事業對新法條的看法調查上，則採用實證研究，以問卷調查方式，收集整理受訪者意見，並就所得數據進行統計分析、檢定，所得結論與建議，期能提供後續研究者及公平委員會未來制定相關法條、辦法之參考。 / The intention to conduct the promotion of gift-away (gifts) and/or awards (prizes) is mainly to maximize the profits for the enterprises. In addition, it is also in the consideration where to solicit the customers to deal the business transactions from the competitors. The enterprise provides promotional gift and/or prizes of which the values are extremely high, and its initiative in origin is to kick-out the competitor from the market, or prevent any new marketers’ entries. These behaviors are so called “unfair” and shall be governed by the Fair Trade Act. In addition, the objectives of conducting gifts and/or prizes promotions are mainly to promote the sales by discounting the selling prices under the economics essential. Once the value of the gifts and/or prizes is extremely high, it would be potentially involve of the unfair competition. This study is made in accordance with Fair Trade Act in the area of enterprise’s campaigns of promotional gifts and/or prizes. It covers both cases studies of Business Guidance as issued by Fair Trade Commission in before 2015 and new development immediately after the amendments promulgated on February 4, 2015. As for cases study, it was done by analyzing the case facts, Business Guidance as issued by the Fair Trade Commission. As for the enterprises’ view on the new development of the amendments, this study adopt a survey solicited the feed backs for analysis. Based on the survey results, the report ended with conclusions and suggestions where could give some ideas for further studies as well as helps Fair Trade commission to proceed new amendments in the near future.

Le commerce équitable fait majoritairement l’objet de travaux en sciences agro-économiques (études d’impact, de filière, structuration des organisations,…). Par ailleurs, si les premières recherches étaient centrées vers le Sud et dans la compréhension de flux mondialisés, un décentrement du secteur vers d’autres espaces et dynamiques d’acteurs est perceptible autour de nouveaux enjeux liés à son inscription dans les politiques publiques. Cette évolution ouvre des perspectives originales de recherche et élargit le champ des disciplines concernées. La thèse s’inscrit dans ces nouvelles approches. Elle interroge les « Fair Trade Towns », campagne internationale de promotion du commerce équitable lancée en 2000, déclinée essentiellement dans les villes européennes. Dans ce projet l’objectif est d’associer collectivités, acteurs locaux, privés et publics, pour valoriser le commerce équitable à l’échelle d’un «territoire». Dans une démarche de géographie sociale, la recherche s’intéresse à ce changement de paradigme du commerce équitable et interroge le rôle de nouveaux acteurs dans ce processus ainsi que les différentes strates spatiales en jeu dans le cadre d’une territorialisation inédite. Pour les comprendre, la thèse se fonde sur des enquêtes de terrain associant entretiens, dessins (cartes mentales) et observation. Les villes de Lyon et Bruxelles sont les deux terrains d’étude choisis : déclinée nationalement « Territoires de commerce équitable » en France (2009), « Communes du commerce équitable » ou « Fair Trade Gemeente » en Belgique (2004), la campagne prend la forme d’un titre décerné à une collectivité, mais aussi celle d’un outil de communication du développement durable urbain. La campagne atteste du rôle nouveau et central de collectivités dans ce projet territorial, avec des stratégies d’acteurs et des tensions palpables sur une redéfinition du commerce équitable dans les Nords. / Fair trade is principally the object of study in agro-economical research (case studies on fair trade impact, networks, structuring of organisations…). Moreover, even if initial research was centred on the South and on the understanding of globalized flows, a growing shift towards the North appears with its integration into sustainable public policy. This progression leads to new research perspectives and broadens the subjects. This thesis falls within these new approaches. It questions fair trade geography with a special focus on the international campaign “Fair Trade Towns”, launched in 2000 to promote fair trade and which is centred mainly on European cities. In this project, the goal is to promote faire trade by linking communities with local private and public actors at a new scale for fair trade which mainly takes “towns” into consideration rather than cities. Within social geography, this research focuses on the paradigm change of fair trade and questions the role of new actors in this process, as well as the different scalar levels involved in a new territorialisation. To analyse and understand them, this thesis is based on field studies which combine interviews, drawing (mental maps) and observation. The two case studies chosen are the cities of Lyon (France) and Brussels (Belgium): on a national level “Fair Trade Territories” in France (2009), “Fair Trade Communities” or “Fair Trade Gemeente” in Belgium (2004), the campaign takes the form of a title given to a community, but also the one of an urban sustainable development communication tool. The campaign testifies of the new and central role played by communities in this territorial project, including stakeholder strategies and noticeable tensions concerning the redefinition of fair trade in the North.

The main goal of the thesis was an analysis of the current situation in the international market place. In particular, the situation of developing countries. What kind of help is provided to them by the other countries and especially what extant of participation has Czech republic in Fair Trade. There was studied what influence is the liberalization of international trade on developing countries. In the second part of thesis were czech towns and retail shops studied via questionnaire in order to find out what awareness have czech consumers about Fair Trade.

Le commerce équitable entend instaurer des relations marchandes plus justes, par l’établissement d’un prix considéré comme juste. En promouvant des échanges équitables, entre des agents économiques ayant un désir de justice, et qui se situent dans des pays différents, le commerce équitable donne à voir la nécessité d’une nouvelle réflexion sur les questions de justice et d’équité. Il révèle l’intérêt d’une théorie de la justice commutative, la justice dans l’échange, alors que dominent les théories de la justice distributive. Grâce au commerce équitable, nous montrons que les théories néoclassique, institutionnaliste et rawlsienne de la justice confondent fréquemment justice avec ajustement, justesse, compassion ou équité, et basculent vers des théories politiques de la justice. Le commerce équitable réactualise la pertinence de la distinction aristotélicienne entre bonne et mauvaise économie, mais il dévoile surtout le fait que la bonne économie est encore possible et vivace, et n’a pas totalement disparu sous la mauvaise chrématistique. Les agents économiques ont un goût pour la justice et ont le désir de « bien » échanger. C’est parce que le commerce équitable entend réhabiliter la possibilité d’une économie à l’abri de la mauvaise chrématistique, inscrite dans un aristotélisme pratique, qu’il nous donne à voir la nécessité d’une théorie de la justice dans l’échange économique et qu’il rejoint in fine les réflexions sur le perfectionnisme moral. / Fair trade aims at creating fairer market relationships, by establishing what is considered to be the just price. By promoting exchanges on an equitable basis, through international partnerships grounded in a desire for justice, fair trade highlights the need for new thinking on the notions of justice and equity. In a world dominated by the theories of distributive justice, it shows the interest of a theory of commutative justice, of justice in the exchange. Fair trade enables us to demonstrate that neoclassical, institutionalist and Rawlsian theories of justice often fail to distinguish between justice and adjustment, accuracy, compassion and equity, and drift towards political theories of justice. Fair trade shows that the Aristotelian distinction between a good and a bad economy is still relevant, but more importantly it reveals the fact that the good economy is enduring, and has not completely disappeared under bad chrematistic. Economic agents have a taste for justice, for a “good” exchange. Because fair trade seeks to restore the possibility of an economy preserved from bad chrematistic and framed in practical Aristotelianism, it shows us the necessity for a theory of justice in economic exchanges and ultimately leads us to consider the notion of moral perfectionism.

Submitted by Christine Seung Hee Park (christinepark11@gmail.com) on 2015-05-23T22:52:23Z No. of bitstreams: 1 Dissertação Christine Park: 2451674 bytes, checksum: e2a6b9295aa230dfe1bd5261f02a32d2 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2015-05-25T13:05:27Z (GMT) No. of bitstreams: 1 Dissertação Christine Park: 2451674 bytes, checksum: e2a6b9295aa230dfe1bd5261f02a32d2 (MD5) / Made available in DSpace on 2015-05-25T14:08:19Z (GMT). No. of bitstreams: 1 Dissertação Christine Park: 2451674 bytes, checksum: e2a6b9295aa230dfe1bd5261f02a32d2 (MD5) Previous issue date: 2015-04-29 / This study aims to address the following question: what was the influence transnational regulation of Fair Trade had on the construction of the Brazilian public regulatory framework on fair and solidarity trade - Sistema Nacional de Comércio Justo e Solidário (SCJS)? To answer that question, we will seek to understand the regulatory construction process of both systems through document analysis (legal norms, institutional documents, reports, minutes, newsletters, forms and other electronic documents) and interviews with two central actors of the process of the SCJS construction: Fabíola Zerbini, Executive Secretary of Faces do Brasil at the time of its creation (a key organization in the process) and Antonio Haroldo Pinheiro Mendonça, coordinator of the Brazilian Work Group for the SCJS creation and current coordinator of SCJS in the Work and Employment Ministry. The literature on Transnational Private Regulation constitutes the background of this analysis, which is made upon the typology proposed by Gregory Shaffer to address impacts created by transnational legal processes on state change. Through this study, we could see the central role intermediaries had as conveyers of transnational legal processes and, at the same time, embedded in local movements, demands and politics. The State was a constant actor of the process, present at times as a participant (inside Faces), and at others, as leader of the process (in the Government Workgroup designated to produce the legal norm for the National Fair and Solidarity Trade System). We observed that Brazilian State aims to become a transnational player as a global reference to public policy making on the theme. Finally, we concluded that transnational legal processes and its impacts on States are not linear and its results cannot be foreseen, especially because they are recursive - transnational legal actors try to influence national law making and practice and, at the same time, local resistances and adaptations mold the regulatory process, resulting in an outcome that can also come to serve as a model for subsequent transnational legal processes. This study aims therefore to contribute to the understanding of the role of transnational private regulation and the national regulatory responses, as well as to Law and Develpoment studies, as it produces a narrative and sheds light on the yet not studied phenomena by legal literature: the construction of the Brazilian fair and solidarity trade system vis-à-vis transnational private regulation processes, through the observation of Brazilian legal frameworks and institutional dynamics. / Este trabalho busca responder à seguinte pergunta: qual a influência que a prática e os princípios transnacionais do Fair Trade tiveram na criação do Sistema Nacional de Comércio Justo e Solidário no Brasil (SCJS)? A fim de respondê-la, foram utilizados dois tipos de fontes: documental (normas jurídicas, documentos institucionais, relatórios, atas, informativos, formulários e outros registros disponibilizados na internet pelas organizações aqui pesquisadas) e entrevistas com os dois atores chave do processo de construção do SCJS - Fabíola Zerbini, Secretária Executiva do Faces à época de sua criação (grupo central no processo de construção do SCJS), e Antonio Haroldo Pinheiro Mendonça, o coordenador do Grupo de Trabalho para o SCJS e hoje responsável por coordenar os trabalhos referentes ao SCJS junto ao Ministério do Trabalho e Emprego. Este trabalho se insere na literatura sobre atores regulatórios privados e sua atuação no âmbito transnacional, e se utiliza da ferramenta analítica proposta por Gregory Shaffer para estudar o impacto dos processos transnacionais nas mudanças estatais. Foi possível observar que os intermediários dos processos transnacionais, inseridos em suas próprias pautas e movimentos nacionais, tiveram papel central na construção de uma prática de comercialização justa distinta da praticada no âmbito transnacional, junto com outros elementos como a existência de um ambiente político e institucional favorável para a temática de uma comercialização justa e as demandas locais já existentes. Notou-se, ainda, a presença constante do Estado, que participou de todas as etapas do processo e pretende colocar-se como uma referência na construção de políticas públicas de fomento à comercialização justa e solidária junto a atores, privados ou públicos, que atuem em outros países. Concluiu-se que os processos transnacionais que geram transformações estatais não são lineares e seus resultados não podem ser previsíveis, sobretudo porque são caracterizados pela a recursividade - dinâmica em que os atores envolvidos nos processos transnacionais buscam influenciar a regulação e prática das normas jurídicas nacionais, ao mesmo tempo em que o nível local fornece resistências e adaptações que, por sua vez, podem influenciar o processo regulatório transnacional, fornecendo um modelo posterior a ser exportado por processos transnacionais. O estudo sobre a produção de normas sob influência de processos transnacionais contribui para a construção do conhecimento no campo da literatura sobre a regulação privada transnacional (RPT) e a legislação nacional, bem como sobre Direito e Desenvolvimento, ao organizar informações a respeito da construção do SCJS e de seus arranjos jurídicos vis-à-vis a prática regulatória transnacional do Fair Trade, bem como ao olhar para as dinâmicas referentes à atuação dos atores, públicos e privados, e de seus contextos na formulação da regulação pública.

Submitted by valentina Gomes Haensel Schmitt (valentinaschmitt@hotmail.com) on 2012-03-08T15:06:55Z No. of bitstreams: 1 Poder_sustentabilidade_Comércio_Justo_TESE_Valentina_Schmitt.pdf: 1768698 bytes, checksum: 4dec7b0acf7f8b38f69333fbf25d7676 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-03-08T19:35:07Z (GMT) No. of bitstreams: 1 Poder_sustentabilidade_Comércio_Justo_TESE_Valentina_Schmitt.pdf: 1768698 bytes, checksum: 4dec7b0acf7f8b38f69333fbf25d7676 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-03-08T19:35:17Z (GMT) No. of bitstreams: 1 Poder_sustentabilidade_Comércio_Justo_TESE_Valentina_Schmitt.pdf: 1768698 bytes, checksum: 4dec7b0acf7f8b38f69333fbf25d7676 (MD5) / Made available in DSpace on 2012-03-08T19:35:31Z (GMT). No. of bitstreams: 1 Poder_sustentabilidade_Comércio_Justo_TESE_Valentina_Schmitt.pdf: 1768698 bytes, checksum: 4dec7b0acf7f8b38f69333fbf25d7676 (MD5) Previous issue date: 3-10-20 / This research aimed to describing and explaining how economic, social and environmental dimensions influence on power relations, within the certified Brazilian Fair Trade food sector. The present thesis is that sustainability dimensions – economic, social and environmental – influence on power relations on organizations, with distinct impacts. The theoretical background to analyze power relations evolved the conjugation of theories of dependence of resources, bounded rationality, transaction costs and relation amongst power and justice. The study demonstrates how the mentioned dimensions intervene and, thus the analysis is composed by: 1. conflicts along Fair Trade´s insertion in Brazil; 2. the structuring of networks and partnerships; 4. the use of discourses; 5. the role of technologies and resources; 6. price; 7. the understanding about justice. The study is characterized as qualitative, being descriptive and interpretative. The data collection involved: 1. bibliographical, documental and internet researches – specially by the use of google alerts tool; 3. interviews; and 4. field research. Sample was composed by nineteen representatives from organizations inserted on the certified food producers context. Data collection had a longitudinal approach. Discursive analysis from the interview content was done and it resulted from readings and triangulations between research objectives, theoretical background and found results. It was concluded that there is partiality on the relations, which are affected mostly by economic dimension interferences. The dependence of resources allows the existence of asymmetrical relations. Technologies and knowledge, due to social dimension, are tools to: 1. reduce differences among actors; 2. offer an effective differential, which is not supported only by certification. Configuration of organizations, partnerships and networks is liable to asymmetries reduction, when people's need and specific knowledge are understood; and, therefore, the relevance of social dimension. Environmental variable is relevant, chiefly in terms of resources and productive processes. However, the environmental dimension generates higher interferences when there is: 1. awareness about its relevance; 2. social and market demands for processes adaptations. Nonetheless, environmental interferences on power relations are generated mostly, from the social and economic dimensions. Therefore, we conclude that the mentioned thesis is validated, since there is distinction of impact and interferences of sustainability dimensions, on power relations among the studied organizations. / A presente pesquisa tem por objetivo descrever e explicar como as dimensões econômica, social e ambiental interferem nas relações de poder setor alimentício brasileiro certificado Comércio Justo. A tese defendida é de que as dimensões da sustentabilidade – econômica, social e ambiental – interferem nas relações de poder entre organizações, tendo abrangência de impacto distintas. A base teórica de análise das relações de poder envolveu a conjunção entre as teorias de dependência de recursos, racionalidade limitada, custos de transação e a relação entre justiça e poder. O estudo demonstra como ocorrem interferências das dimensões elencadas, sendo a análise realizada a partir de: 1. conflitos ao longo da inserção d o Comércio Justo no Brasil; 2. estruturação das redes e parcerias; 4. uso de discursos; 5. papel de tecnologias e recursos; 6. preço; 7. entendimentos sobre justiça. O estudo é de cunho qualitativo, assumindo o caráter descritivo e interpretativo. A coleta de dados foi realizada por intermédio de: 1. pesquisa bibliográfica; 2. investigação documental e na internet – notadamente com auxílio da ferramenta alertas do google; 3. entrevistas; 4. pesquisa de campo. A amostra foi composta por dezenove representantes de organizações, inseridas no contexto dos produtores de alimentos certificados. A coleta teve o corte longitudinal. Realizou- se a análise discursiva, do conteúdo das entrevistas. A análise de dados resultou de leituras e triangulações diversas entre objetivos da pesquisa, referencial teórico e resultados da pesquisa. Como resultado do estudo, concluiu-se que há parcialidade nas relações, sendo afetadas predominantemente por interferências da dimensão econômica. A dependência em recursos proporciona relações assimétricas. Tecnologias e conhecimentos, por intermédio da dimensão social, servem de instrumentos para: 1. minorar as diferenças entre os atores; 2. proporcionar um diferencial efetivo, que não apoiado exclusivamente na certificação. A configuração de organizações, parcerias e redes é passível de redução de assimetrias, quando compreendidas necessidades de pessoas, conhecimentos específicos e, portanto, da relevância da dimensão social. A variável ambiental é relevante, sobretudo em termos de recursos e processos produtivos. Porém, o impacto da dimensão ambiental gera interferências superiores, quando há: 1. a conscientização sobre sua relevância; 2. demandas sociais e de mercado por adaptações em processos. Logo, interferências do meio ambiente nas relações de poder são originárias, principalmente, daquelas de caráter social e econômico. Conclui-se, portanto, que há validade na tese da existência de distinção no impacto e interferências das dimensões da sustentabilidade, nas relações de poder entre organizações.

The subject of this thesis is the empirical-theoretical analysis of socio-cultural impact of cultural elements represented by trademarks and brands from the perspective of specific cultural complex. Combination of mentioned cultural elements is examined as participating in creation of relevant symbolic base for human communication in current globalized society having capacity to influence not only consumer decision making process but also general values and cultural patterns. Persuasiveness of this cultural complex is based on the particular cultural environment adapting permanently to its evolution. Brands and trademarks in this form are retrospectively affecting the social environment. High level of efficiency and speed of such processes are currently accelerated by technological development of communication tools supporting acculturation and globalization aspects. Although described processes and relationships are generated primarily in the sphere of consumer decision-making, their real impact on the social groups is significant being relevant element of shaping general social paradigm. Socio-cultural norms are examined as cultural elements playing special role in such processes granting protection to major values shared by social groups and protecting the individual private interest represented...

The fair trade is a concept that comes with better conditions for producers of the developing countries. It aims to improve their social, economic and environmental profile. If we want to describe fair trade market in South Bohemia Region, we have to deal with points of sale and customer's preferences. The growing phenomenon of the fair trade is also caused by many campaigns and projects supporting its philosophy.

Made available in DSpace on 2016-06-02T19:50:08Z (GMT). No. of bitstreams: 1 2991.pdf: 889971 bytes, checksum: 4869b7d3167274a33ec46d702ac75127 (MD5) Previous issue date: 2010-05-25 / Financiadora de Estudos e Projetos / Focusing on hierarchy as an alternative to market, the New Institutional Economics (NIE) initially focused narrowly on the intermediary organizations. However, this situation started to change when Williamson (1985) stated that such intermediary transactions are the most common ones and denominated them hybrid governance in 1991. The studies carried out in the 80s and 90s enabled, among other factors, the distinction between hybrid governance and hierarchy resulting in an arousing interest in the development of contracts and the different coordination mechanisms in the field of NIE. More recently, some authors have highlighted the importance of studies on hybrid governance in the agricultural sector. Thus, the objective of this thesis is to indicate the existence of hybrid governance forms that complement the contract in transactions of supplying fair trade orange juice to the European market, as well as to point out the determining factors of this kind of governance. Therefore, the institutional environment of the agro-industrial fair trade is analyse, still poorly investigated in scientific studies in Brazil, and hybrid governance, considering the contributions of Ménard (1997, 2004) to the development of the concepts of NIE, were analyzed. Secondary data were considered and a field research was carried out both in Brazil and in Europe. Interviews were conducted with organizations of citrus farmers that are already inserted in the international citrus fruit fair trade, with export and import orange juice companies, and with some key agents. The analyses showed that orange juice supply transactions of the fair trade are administered by complex mechanisms that are more complex than contracts. Due to investments on human and brand name asset specificities, and the uncertainties related to the institutional environment of fair trande market, the contracts alone are not enough to conduct the transactions. Hence, coordination mechanisms, also known as mechanisms of adaptation are adopted based on two forms of private authority. On one hand, there is the authority performed by the certifying organization that constitutes a formal government. It establishes the norms and the production and trade standards in the fair trade of certified products, which leads to selecting the actors in the orange juice supply chain. The formal government also controls demands satisfaction rates and verifies whether the transactions are carried according to pre-established standards. In addition, it offers incentives to the adoption of organic citrus production and to long-term relationships. On the other hand, there is the informal authority: trust. Unlike the former, it is present in some cases and among some specific actors leading to a different way of selecting actors and controlling the factors that were not investigated by the formal government, such as the informal annual supply agreements between citrus farmers organizations and fair trade expert importers. / Focando sua atenção sobre a hierarquia como uma alternativa ao mercado, a Nova Economia Institucional (NEI) inicialmente pouco estudou os modos de organização intermediários. Esta situação começou a mudar quando Williamson (1985) afirmou estar convencido de que estas transações intermediárias são as mais comuns, denominando-as, em 1991, como governança híbrida. Os trabalhos desenvolvidos nas décadas de 80 e 90 permitiram, entre outros fatores, diferenciar a governança híbrida da hierárquica, o que gerou um aumento no interesse sobre o desenvolvimento dos contratos e dos diferentes mecanismos de coordenação no campo da NEI. Mais recentemente, alguns autores têm destacado a importância dos estudos sobre a governança híbrida na agricultura. Seguindo esta linha de pesquisa, este trabalho de tese tem o objetivo de mostrar que existem formas de governança híbrida complementares aos contratos nas transações de fornecimento de suco de laranja brasileiro do comércio justo para a Europa e também apontar os fatores determinantes deste tipo de governança. Para isso é analisado os ambientes institucional do comércio justo agroindustrial, ainda pouco conhecido no meio acadêmico brasileiro, e a governança híbrida, considerando as contribuições de Ménard (1997, 2004) para o desenvolvimento conceitual da NEI. Foram considerados dados secundários e uma pesquisa de campo foi realizada no Brasil e na Europa, sendo entrevistadas as organizações de citricultores brasileiros já inseridas no comércio justo citrícola internacional, algumas empresas exportadoras e importadoras do suco de laranja brasileiro, assim como certos agentes-chaves. As análises realizadas permitiram mostrar que as transações de fornecimento de suco de laranja do comércio justo são governadas por mecanismos mais complexos que os contratos. Devido aos investimentos em especificidades de ativos humanos e de marca, assim como as incertezas relacionadas ao ambiente institucional do comércio justo, os contratos não são, isoladamente, suficientes para governar as transações. Assim, mecanismos de coordenação, também chamados de mecanismos de adaptação são adotados, sendo eles cristalizados em dois tipos de autoridade privada. De um lado tem-se uma autoridade formal desempenhada pela empresa certificadora que constitui uma instituição ad hoc. Ela determina as normas e os padrões da produção e da realização das trocas no comércio justo de produtos certificados, o que a leva a selecionar os atores envolvidos na cadeia de fornecimento de suco de laranja. A instituição ad hoc também controla o atendimento dessas exigências e verifica se as transações são realizadas dentro dos padrões pré-estabelecidos. Ela ainda oferece incentivos para que a produção de citrus orgânicos seja adotada e para que as relações sejam de longo prazo. De outro lado, tem-se uma autoridade informal: a confiança. Diferentemente da primeira, ela é presente em alguns casos e entre alguns atores específicos, formando um segundo modo de seleção dos atores e de controle dos fatores não verificados pela instituição ad hoc, como os acordos informais anuais de fornecimento estabelecidos entre as organizações de citricultores e os importadores especializados no comércio justo.