Özet:

For the Global Value Chain paradigm governance is a keyword. It establishes guidelines for its performance. In the case of the Horticulture Value Chain with an ample historical development between the regions of Mexico (Sinaloa) and the United States, the governance evolution has been characterized by leading agents with expertise in consumer’s preferences. Throughout this historical process these agents have changed accordingly to the new properties of the market demands. Producing strategic changes in organizations, implemented and managed, to develop advantages in order to face competition and establish themselves in the preference of the leaders’ favorite clients. To understand these changes we made a reconstruction of the economic history of horticulture export through qualitative methodology. We interviewed producers and distributors as well as public sector institutions that are part of the process. This study is useful to understand how the new market trends impact in decision-making and the implementation of strategic organizational changes and comprehend the evolution of the sector over time. Key Words: Global Value Chain, Agriculture, Management, Supermarket, Retailers, Wholesalers,

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