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The impact of cooperative structure and firm culture on market orientation and performance

Author

Listed:
  • Kyriakos Kyriakopoulos

    (University of Maastricht, Department of Marketing, P.O. Box 616, 6200 MD Maastricht, The Netherlands)

  • Matthew Meulenberg

    (Wageningen University, Department of Marketing and Marketing Research, Hollandseweg 1, 6706 KN, Wageningen, The Netherlands)

  • Jerker Nilsson

    (Swedish University of Agricultural Science, Department of Economics, P.O. Box 7013, S-75007, Uppsala, Sweden)

Abstract

Building on recent advances in cooperative literature and practice, we conceive two key organizational features of cooperatives: cooperative structure (in terms of control, ownership, and cost|pricing policies resulting in traditional and re-engineered co-ops) as well as entrepreneurial cooperative firm culture. Then we conceptualize and test the effect of these organizational features on the market orientation and performance of the cooperative firm relying on a sample of Dutch co-ops. We cannot establish a systematic influence of the cooperative structure; however, a significant influence of individualized member ownership on performance and of cost|pricing policies on market orientation has been found. Entrepreneurial firm culture has a significant effect on both market orientation and performance. [EconLit citations: L200, M310, Q130.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 379-396, 2004.

Suggested Citation

  • Kyriakos Kyriakopoulos & Matthew Meulenberg & Jerker Nilsson, 2004. "The impact of cooperative structure and firm culture on market orientation and performance," Agribusiness, John Wiley & Sons, Ltd., vol. 20(4), pages 379-396.
    • Handle: RePEc:wly:agribz:v:20:y:2004:i:4:p:379-396
    DOI: 10.1002/agr.20021
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    References listed on IDEAS

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