Renewal of organizational strategies in the commercial relationship between a US supermarket chain and a Sinaloan horticultural producer

Abstract

The present work it has a aim identify the organizational strategies that adopts a vegetable ex- porting company, which is part of a global value chain, like a system of social production. These are generated by the motivation of U.S. supermarket chains, as the main buyer and, whose relationship is close. These strategies give way to adapt to market requirements, which are driven by consumers, who buy most of their food products in supermarkets. This point of sale has increased its importance in recent years to offer in the same space, a variety of basic and specialized products to the population. Vegetable producers, in this scheme, adapted to the new business demands through organizational changes on three major areas: quality and safety, diversity of products and presentations, and social responsibility.