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Members' Preferences For Cooperative Structures: An Experimental Conjoint Study

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  • Kalogeras, Nikos
  • van der Lans, Ivo A.C.M.
  • Pennings, Joost M.E.
  • van Dijk, Gert

Abstract

As market conditions change rapidly in the 21st century, questions arise concerning how the organizational structures of co-operatives (co-ops) can meet the challenges that these new conditions pose. This paper introduces a framework to structure marketing co-ops (MCs) based on members' preferences. Several notions from the behavioral decision theory framework are utilized, and a principal-agent approach is adopted for the design of this framework. It focuses on the subjective utility that co-op members derive from levels of the MCs' firm-behavioral attributes, such as business issue/scope, corporate governance, product-related decision-making, financial structure, member benefits, and product quality. Data was collected by means of in-depth interviews with 30 producers and 120 structured computer-assisted face-to-face interviews. The utilities that producers attached to MC's attributes were derived by means of a conjoint experiment.

Suggested Citation

  • Kalogeras, Nikos & van der Lans, Ivo A.C.M. & Pennings, Joost M.E. & van Dijk, Gert, 2004. "Members' Preferences For Cooperative Structures: An Experimental Conjoint Study," 2004 Annual meeting, August 1-4, Denver, CO 20292, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea04:20292
    DOI: 10.22004/ag.econ.20292
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    References listed on IDEAS

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