La relación entre las cooperativas agrarias de primer y segundo grado desde la perspectiva del marketing de relaciones y redes: propuesta de un modelo para su estudio

The socioeconomic importance of first and second order marketing cooperatives, the role they play in the fruit and vegetable channel, and the problems associated with their establishment and development, justify the efforts to discover the success factors of the relationship between them. However, little attention has been paid to this topic by researchers in the agro food sector. Therefore it is necessary to use the marketing disciplines that provide us with a theoretical body of knowledge that can be applied to the study of the relationship between first and second order marketing cooperatives in the agricultural sector. Thus, the purpose of this article is to develop a framework that can be used for empirically analyzing this type of relationships from the perspective of the relational and network marketing.