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In the last decade, rice cultivation in Uruguay has shown a dynamic performance, remaining stable sowed area, also the production and crop yields are being increased. The price of the product has recovered, reaching high values from 2007 / 08. However, the costs of production have been increasing permanently, affecting economic results. The study tried to know the opinions and considerations of the actors who belong to the rice complex, about the dynamics and intra–sectorial competition during the period. Variables related to the role of the international market, dynamics of the regional economy, investment and technical change, institutional and economic policies were taken as reference. Focus interviews were realized to actors previously identified. The answers agreed; they reflect a consolidated sector in the international market with homogeneous rice, no transgenic. This makes that limitations of today are strategically solved with the participation of the involved actors. [ABSTRACT FROM AUTHOR]