The objective of this paper is to characterize the production of roses at the region of Barbacena and to identify its transaction attributes, that is, asset specificity, transaction frequency, and uncertainty. The research is based on the theoretical framework of the New Institutions Economy which allows the use of qualitative methods in order to understand in depth the study object. The results have shown that rose producers in the region of Barbacena seek to demand the requirements of their customers, but they perceive the need of improvement in the productive chain through associations and contractual relations, informal ones included, among the agents involved in the agribusiness of roses.


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