COMERCIALIZACIÓN DE PRODUCTOS HORTOFRUTÍCOLAS DESDE EL MODELO WORKING WITH PEOPLE (WWP): CASO DE LA PLATAFORMA DE DISTRIBUCIÓN ALIMENTARIA DE MERCAMADRID

Abstract

Wholesale markets are physical spaces, where sellers and buyers interact, making it the food supply source for the urban population. At international level markets are platforms that promote food quality and safety. In Madrid Mercasa fulfills the role of platforms with its 23 food networks. This makes Mercamadrid stand out as a local and international market. This study will investigate on the success factors of the management of Mercamadrid focusing on the fruit and vegetable sector as well as the management competencies of (International Project Management Association) IPMA projects. For this purpose the Working With People (WWP) model is used as a conceptual proposal for the integration of the parties involved in the management. In-depth interviews were conducted with stakeholders, including experts with experiences and knowledge. The results show the influence of the interactions between the stakeholders in the success of the market: Mercasa, Mercamadrid and the entrepreneurs. Likewise, disagreement among merchants is identified, reflecting the absence of certain elements within competencies in the planning model adopted by Mercamadrid. The research concludes that the guidelines of the WWP model could optimize and strengthen Mercamadrid's management