The associations and cooperatives organized in agrarian reform settlements of the Landless Rural Workers‟ Movement (MST) have as initial proposal to work the production and marketing system in the perspective of collectivization in an integral way. From the struggle for land and survival of life in the field, the MST represents a movement of cultural resistance to the capitalist mode of production. In this context, the social enterprises managed by this organization face quandaries and contradictions in the materialization of self-management, on all the marketing processes. In this sense, we sought to analyze the formation of the organizational culture autogestionary in the processes of commercialization of the Association we will win the small rural producers of the settlement Vila Santa Lucia, located in the state of Maranhão, having as Focus on the institutional food market, through the government programs: Food acquisition Program (PAA) and the National School Feeding Program (PNAE). It brings a theoretical referential that dialogues with these themes, presents two successful experiences in the MST of cooperation at more advanced levels, the cooperative of production (COPAVI), in the state of Paraná and the settlement Mário Lago, in Ribeirão Preto/SP. The main objectives of this dissertation were: Accomplish an organizational diagnosis autogestionary with the associated families of the enterprise analysis; Contextualize the rural development process, resistance and public policies for peasant family farming in the state of Maranhão, focusing on the PAA and PNAE programs; and carry out a market study on the process of commercialization of the products of the association, through action research methodology. In the action research composed of the four phases, it was possible to bring a mixed approach qualitative and quantitative, using field and documentary research, tools and methodological instruments with more participative content, valuing the exchange of knowledge and knowledge in the construction of the Marketing Plan. The public policies for valuing institutional purchase have presented weaknesses, therefore effort to build marketing strategies so that the associates seek to broaden the capacity of resistance and autonomy, in the face of the hostile environment. The main results reveal difficulties in the group cohesion, at the same time, in which there is an identity landless present, which tends to contribute to the strengthening of the organizational culture autogestionary of the enterprise under study. It concludes that the transformation of spontaneous cooperation into the autogestionary organizational culture applied to the commercialization dynamics represents a challenge when you walk this way of constructing alternatives opposed to the capitalist mode of production. And that the application of a participatory methodology was fundamental to extract suggestions and proposals that best fit the reality and demand of the group under study.
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