ESTRUTURAS DE GOVERNANÇA NA CADEIA PRODUTIVA VITIVINÍCOLA DO MEIO-OESTE DE SANTA CATARINA: UM ESTUDO A PARTIR DOS SEGMENTOS PRODUTOR E BENEFICIADOR

The aim of this study is to analyze the relationships between producers and beneficiaries of the wine production chain in the Midwest of Santa Catarina, understanding the governance structures that compare these relationships. Theoretical support is based on the Theory of Transaction Costs (TCT) and the Theory of Measurement Costs (TCM). From these approaches, categories of analysis were used that served as a basis for the elaboration of questions contained in the interviews made with producers and wineries in the region. No producing segments, allowed if the relationships are identified in the trust, given the absence of contracts that apply as records. It appears that grape producers maintain relations with wineries when these fruits are used to complement existing production or when they do not have their own production. There is no longer a benefited segment, a vertically integrated structure is adopted when assets are present, governance costs and internal transactions are lower than externally, and using the difficulty of measuring asset assets. As hybrid forms are also adopted, without a beneficiary segment, when there is no difficulty in measuring the attributes of the assets and external transaction costs are lower than the internal ones. It is concluded, therefore, that the governance structures adopted by the segments in the region under study are vertical integration and hybrid forms. Palavras-chave : Vitivinicultura. Custos de Transação. Custos de Mensuração.