Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The present work had as main objective the identification of the composition and supply chain management of horticulture products, meat and derivatives, milk and derivatives in the central region of Rio Grande do Sul. Specifically, it characterized the supply chain of the products in the retail networks of the region, it identified the strategies of the retail networks, as well as the mechanisms of coordination existing and used by the networks, and, once there are these data, it objectified, also, evaluating the perspectives on inserting the agricultural producers of the region in this productive circuit. For the execution of the multiple cases study, the representatives of the retail networks of the region were interviewed to find out: the more important competitive criteria for inserting them in the circuit; what agents do the negotiations; what are the mechanisms that co-ordinate the transactions between the retail and its suppliers. Was conducted, also, a survey with the producers to know how many agricultural units of production in the region work with the products of interest researched, as well as the analysis of the agrarian structure, product quality, scale of production, commercialization and competitive criterion they believe are the more important for its insertion in formal circuits of commercialization. It could be concluded from the different analyzed panoramas that the retail networks do not possess legalized mechanisms of coordination together with its suppliers for distinct situations. Taking into consideration the networks themselves, it is remarkable the phenomenon of mimicry isomorphism from small networks to the big ones. Finally, in the scope of agricultural producers, it is remarkable that they face different kinds of problems for accessing the retail networks. It is clearly that the producers lack of professionalism is the main impediment for reverting the panorama. Adaptations that conduct them to production scale, logistic of supplying and after-sale works are crucial to obtain an allocation in formal circuits of commercialization. / O presente trabalho teve como objetivo central a identificação da composição e gestão da cadeia de suprimentos de hortigranjeiros, carne e derivados, leite e derivados na região central do Rio Grande do Sul. Especificamente, se caracterizou as cadeias de suprimentos dos produtos nas redes varejistas da região, se identificou as estratégias das redes varejistas, bem como os mecanismos de coordenação existentes e utilizados pelas redes, e, de posse desses dados, se objetivou, também, avaliar as perspectivas de inserção dos produtores rurais da região neste circuito produtivo. Para a execução do estudo de casos múltiplos, se realizou entrevistas junto aos representantes das redes varejistas da região para o levantamento dos critérios competitivos mais importantes para que os produtores se insiram no circuito, com que agentes as negociações são feitas e quais mecanismos coordenam as transações entre o varejo e seus fornecedores dos produtos em questão. Do lado dos produtores se fez um levantamento das unidades de produção agrícolas da região que trabalham com os produtos de interesse da pesquisa, bem como a análise da estrutura fundiária, qualidade dos produtos, escala de produção, comercialização e critérios competitivos que os produtores julgam diferenciados para sua inserção em circuitos formais de comercialização. Pôde-se concluir através dos diferentes panoramas levantados que as redes varejistas não possuem mecanismos de coordenação formalizados com seus fornecedores por situações distintas. Em se tratando das redes de varejo em si, se nota um fenômeno de isomorfismo mimético das redes de menor porte para com as redes de maior porte. Por fim, no âmbito dos produtores rurais, se nota que enfrentam problemas de diferentes naturezas para acessar as redes varejistas. Fica claro que a falta de profissionalismo por parte dos produtores é o principal entrave para que o panorama se reverta, adaptações que os levem a escala de produção, logística de abastecimento e serviços de pós-venda são cruciais para que consigam uma alocação em circuitos formais de comercialização.

Les réseaux de commerce coopératif et associé sont des groupes de détaillants, propriétaires de leur(s) point(s) de vente, qui mettent en commun leurs moyens (achat, marketing, communication, financement, logistique, etc.) et développent des politiques communes. L'objectif de cette recherche est de démontrer comment des réseaux de commerce coopératif et associé, avec le double statut de leurs membres, c’est-à-dire clients et copropriétaires des structures centrales, peuvent générer des synergies aussi efficaces que celles des réseaux mixtes (coexistence de succursales et de franchises dans le même réseau) afin de faire face au défi de l'uniformité du concept, nécessaire à la survie et au développement de tout réseau de points de vente. Le maintien de l'uniformité consiste à respecter les éléments clefs du concept. Une étude de quatre cas a été menée. Les résultats de la recherche qualitative mettent en évidence l'existence de différents processus qui émergent de manière centralisée (contrats, incitations et persuasion), décentralisée (confiance, implication organisationnelle et contrôle informel) et mixte (solidarité, mimétisme et enculturation). Tous ces processus ont été opérationnalisés et testés empiriquement avec un échantillon de 245 commerçants coopérateurs ou associés, issus de 53 réseaux différents, représentant tous les secteurs d'activité définis par la FCA (Fédération du Commerce coopératif et Associé). L'analyse s’est fondée sur une modélisation par équations structurelles de type PLS. Un modèle de management du défi de l'uniformité du concept des réseaux de commerce coopératif et associé est proposé. Ce sujet est crucial pour cette forme de réseaux. Le respect de l'uniformité du concept peut contribuer à renforcer l'image de marque en servant d’identifiant et de garantie pour les consommateurs et les candidats susceptibles de devenir coopérateurs, de garder un concept distinctif des concurrents, de réaliser des économies d'échelle et d’éviter les comportements opportunistes qui peuvent nuire à la performance globale du réseau. / Retail cooperatives and independent associated retail networks are groups of retailers, owners of retail and service stores that pool their means (in terms of purchasing, marketing, communication, funding, logistics, etc.) and develop common policies. The objective of this research is to demonstrate how retail cooperatives and independent associated networks, whose cooperators with their double status, as both customers and co-owners of the cooperative, can generate synergies as efficiently as in plural form networks (coexistence of company and franchise units in the same network) in order to face the challenge of network uniformity and thus both grow and survive as does every other kind of network. In this research, we will focus on network uniformity. Maintaining uniformity means respecting the core components of the network concept. A four-case study has been conducted and the findings of our qualitative research highlight the existence of different processes which emerge from a centralized top- down approach (Contracts, Incentives and Persuasion), a decentralized bottom-up, or horizontal approach (Trust, Organizational commitment and Informal control) and from a mixed approach (Solidarity, Mimesis and Enculturation). All of these processes were operationalized and tested empirically with a sample of 245 cooperators or independent associated retailers from 53 different networks, representing all the sectors of activity defined by the FCA (French Federation of Retail Cooperatives and Retail Independent Associations). The analysis was based on PLS structural equation modeling. This research suggests a model of management to face the challenge of concept uniformity at the heart of retail cooperatives and independent associated networks. This subject is of great interest to all retail cooperative networks. Maintaining uniformity can help to reinforce a network’s image as an indicator and guarantee for consumers and cooperative candidates. It will differentiate them from their competitors, contribute to improving better purchasing conditions and thus achieving important cost reductions, as well as avoiding opportunistic behaviors that can harm a network’s performance.