Features of Successful Collaborative Marketing Groups

With the deregulation of the economy and marketing arrangements in Australia, there are a number of instances where a particular industry or section of an industry has adopted a successful collaborative approach to the export or domestic marketing of their produce. The studies of collaborative marketing groups discussed here suggest that while addressing and defining the marketing issues is important, it appears that establishing a suitable structure that can encourage and reward commitment while coping with expansion and changing needs is equally important to success. Careful consideration needs to be given to the ramifications of compulsory and voluntary product contribution. We found that groups tended to avoid formal planning processes but are unsure of the effects this had on success. Despite the importance of leadership to the success of the group, members tended to believe that leaders were bom and not made and therefore most did not have processes in place to encourage development of leadership skills.