COMÉRCIO JUSTO INTERNACIONAL: O CASO DO SUCO DE LARANJA ENTRE O BRASIL E A FRANÇA

This paper is a preliminary analysis of the governance structure of the faire trade of orange juice between Brazil andFrance. Fair trade is an organizational field composed of complex organizational networks that maintain relationsof mutual dependence and share the same values system. As fair trade is a subject that has received relatively littlestudy and presents many particularities, an exploratory study was considered appropriate. Primary and secondarydata were collected. In the case of the trade of orange juice between Brazil and France, two commercial networkswere identified. The integrated network is constituted by professionals who specialize in fair trade, while the certified network includes more conventional commercial organizations, such as supermarkets. However, although they adoptdifferent functioning mechanisms, in the case of orange juice the importers in the integrated network have integratedthemselves into the certified network. In this way, they meet the requirements of the certified network and followits rules for importing Brazilian orange juice. After analyzing the intrinsic characteristics of the product, the assetspecificity, the frequency and the uncertainty of the transactions, the governance structure observed was the hybridarrangement, in which long-term contracts are used to coordinate relations.