Stratégies multi-canal des producteurs dans la chaîne mondiale de l'agrume à contre-saison

It is not simply a matter of producing and selling oranges in the banks of river Uruguay on a counter seasonal basis; it must also be profitable. It is common knowledge that the producer does not receive back the value paid by the end consumer and that each stage taxes with its share. The underlying pertinent question is however: how is the actual distribution of the sale price allocated among the members of the value chain? The actors that control the value chain decide allotment of money and in reality the process is much more open and transparent than what it seems. Within a five hundred by two hundred square kilometre setting, the authors have noted and observed the existence of at least six kinds of governance which force the cluster producers to face a number of very contrasting situations. In this article, the authors propose to explore those forms of governance and the way they were assembled. The main finding points to the corroboration that the most efficient producers (those that are simultaneously more resilient and more innovating) are not satisfied with a single chain insertion and try to stretch over several types of chains simultaneously. Their strength derives precisely from their skill to manage complex arrangements over time, with a variable nature that reflects plural forms of coordination. © 2007 Lavoisier, Paris. Tous droits réservés.