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The Structure of Marketing Cooperatives

In: Vertical Markets and Cooperative Hierarchies

Author

Listed:
  • Nikos Kalogeras

    (Wageningen University
    University of Illinois at Urbana Champaign)

  • Joost M.E. Pennings

    (Wageningen University
    University of Illinois at Urbana Champaign)

  • Gert van Dijk

    (Wageningen University
    Nyenrode University,The Netherlands Business School)

  • Ivo A. van der Lans

    (Wageningen University)

Abstract

This paper examines marketing cooperatives’ (MCs’) structure from a members’ perspective. We support the notion that the utility that members derive from the attributes of MC’s structure enhances our insight in members’ commitment. Using a conjoint experimental design, we elicit the utility that producers attach to attributes of a MC. These attributes are related to the cooperative’s internal organizational structure and strategic behavior. The results of 120 producers of a Dutch horticulture cooperative show that the selected cooperative attributes are significant drivers of members’ utility. In particular, members attach high importance to strategic attributes and prefer a more individualized cooperative structure.

Suggested Citation

  • Nikos Kalogeras & Joost M.E. Pennings & Gert van Dijk & Ivo A. van der Lans, 2007. "The Structure of Marketing Cooperatives," Springer Books, in: Vertical Markets and Cooperative Hierarchies, chapter 0, pages 73-92, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4020-5543-0_5
    DOI: 10.1007/1-4020-5543-0_5
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    Cited by:

    1. Bijman, W.J.J. & Hendrikse, G.W.J. & van Oijen, A.A.C.J., 2012. "Accommodating Two Worlds in One Organization: Changing Board Models in Agricultural Cooperatives," ERIM Report Series Research in Management ERS-2012-015-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

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