Summary
This paper is concerned with the innovation in marketing organization in agricultural cooperatives. A framework for the analysis of marketing organization is proposed and the interaction between functions, institutions and relationships is emphasized. Current marketing literature has been used to identify the marketing philosophy of a company, the capacities of management, coordination mechanisms, and the method of investing in market strategies. Concepts and ideas concerning innovation in organizations which appear relevant to marketing organization are reviewed and the market strategies to be chosen in view of given particular market developments are introduced and their impact on cooperative marketing organization analyzed. Subsequently the evolution of cooperative marketing organization is summarized in three models. This evolution seems to reflect the way in which Western European cooperatives actually develop.
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© 1996 Physica-Verlag Heidelberg
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Meulenberg, M.T.G. (1996). Marketing Organization, Innovation and Agricultural Cooperatives. In: Galizzi, G., Venturini, L. (eds) Economics of Innovation: The Case of Food Industry. Contributions to Economics. Physica-Verlag HD. https://doi.org/10.1007/978-3-642-50001-5_10
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DOI: https://doi.org/10.1007/978-3-642-50001-5_10
Publisher Name: Physica-Verlag HD
Print ISBN: 978-3-7908-0911-4
Online ISBN: 978-3-642-50001-5
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