A COORDENAÇÃO SIMULTÂNEA DE DIFERENTES CANAIS COMO ESTRATÉGIA DE DISTRIBUIÇÃO ADOTADA POR EMPRESAS DA AVICULTURA DE POSTURA

This study investigates the reasons which lead the companies to keep simultaneous vertical integrated, third part and hybriddistribution channels. Companies establish different coordination structures, the organizational arrangements, which determine howthe agents involved cooperate to the development of distribution activities, according to Transaction Cost Economics and DynamicCompetence. Even choosing different distribution channels, why the company does not establish one single organizational arrangement?What factors may justify the establishment of different arrangements? Possible explanations to those questions have been pointedout in multiple distribution channels. The empirical research indicates that firms establish multiple efficient equilibrium, to takeadvantage of the better of each one, by minimum coordination cost. The results are specific to distribution activities, but the analysismay be replicable to other activities within the firm, regarding to its coordination.