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Convincing growers to fund cooperative marketing activities: Insights from the New York wine grape industry

Author

Listed:
  • Linda Robinson

    (Marketing at the School of Business, Ithaca College)

  • Donald Lifton

    (Management at the School of Business, Ithaca College)

Abstract

The voting patterns among New York State wine grape growers are described to determine why a referendum to create a marketing order failed to reach a needed 65% threshold of support. Data analysis suggests that a crucial portion of the electorate, non-networked voters, disproportionately opposed the tax. Social marketing techniques might be helpful in future efforts to pass a marketing order referendum. © 1993 John Wiley & Sons, Inc.

Suggested Citation

  • Linda Robinson & Donald Lifton, 1993. "Convincing growers to fund cooperative marketing activities: Insights from the New York wine grape industry," Agribusiness, John Wiley & Sons, Ltd., vol. 9(1), pages 65-76.
    • Handle: RePEc:wly:agribz:v:9:y:1993:i:1:p:65-76
    DOI: 10.1002/1520-6297(199301)9:1<65::AID-AGR2720090107>3.0.CO;2-4
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    References listed on IDEAS

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    1. Barach, Jeffrey A., 1984. "Applying marketing principles to social causes," Business Horizons, Elsevier, vol. 27(4), pages 65-69.
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    Cited by:

    1. Mihai TALMACIU & Krisztina Melinda DOBAY & Camelia APETROAIE, 2017. "A Socio-Economic Perspective on Agricultural Cooperation in Romania," Agricultural Economics and Rural Development, Institute of Agricultural Economics, vol. 14(2), pages 239-258.
    2. Mihai TALMACIU & Krisztina Melinda DOBAY, 2018. "The Influence Of National Cultural Values On The Association Structure Development," Agricultural Economics and Rural Development, Institute of Agricultural Economics, vol. 15(2), pages 185-198.
    3. Peter Österberg & Jerker Nilsson, 2009. "Members' perception of their participation in the governance of cooperatives: the key to trust and commitment in agricultural cooperatives," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 181-197.
    4. Morfi, Chrysa & Ollila, Petri & Nilsson, Jerker & Surry, Yves & Feng, Li & Karantininis, Konstantinos, 2014. "The switching behaviour of Finnish co-operative members in relation to their commitment and loyalty," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182774, European Association of Agricultural Economists.
    5. Golovina, Svetlana & Nilsson, Jerker, 2009. "Difficulties for the Development of Agricultural Cooperatives in Russia: The Case of the Kurgan Region," Journal of Rural Cooperation, Hebrew University, Center for Agricultural Economic Research, vol. 37(1), pages 1-20.
    6. Svetlana Golovina & Jerker Nilsson, 2011. "The Russian top-down organised co-operatives - reasons behind the failure," Post-Communist Economies, Taylor & Francis Journals, vol. 23(1), pages 55-67.

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