The industry is faced with the increasing power held by large retail chains. With increased competition coupled with the significant process of concentration in the retail sector, from the 90s, occurs a change in the power of influence (from industry for retail) on the coordination of marketing channels, defined as "a set of interdependent organizations involved in the process of providing a product or service for use or consumption" (COUGHLAN et al., 2002). Suppliers then go on to have a significant degree of dependence to activities performed by retailers (particularly the large groups), because not being on the shelves of one of the major retail chains now represents a substantial loss of market (Silva et al., 2007, 2009). As a consequence, increases the industry search for alternative marketing channels as a way to mitigate the power of large retail chains. This project proposes an exploratory study of the movement's reaction against the food industry to greater bargaining power exercised by retailers in the coordination of marketing channels. The proposed exploratory study will be structured in the methodology of multiple case study based in the conduct semi-structured interviews.
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