Performance analysis of apple production chain: the case of southern Brazil

The context of globalization among other factors requires undertakings to formation of new arrangements in order to remain competitive on the market. The article had as objective to evaluate the competitive performance of Apple production chain in the southern region of Brazil, with reference to the largest producers in the States of Santa Catarina (SC), Rio Grande do Sul (RS) and Paraná (PR). The study used as a theoretical basis to systems theory, supply chain, diagnosis and performance of the production chain and, ultimately, Performance Indicators of quality, efficiency, equity, sustainability and competitiveness of the chain. To achieve the goals, the research was the qualitative type, with exploratory and operationalized through a case study. The data were collected through semi-structured, in-depth interviews with experts from Apple production chain. The analysis of the results of the interviews pointed out the negative and positive factors in the chain of Apple.