Cooperation between cooperative enterprises through institutional logic: the fair trade practices of consumer cooperatives in South Korea

Purpose - This paper aims to explore the underlying reasons and mechanisms behind the cooperation between cooperative enterprises in South Korea through an institutional logic perspective to fill a research gap and further develop cooperative enterprise studies. The authors conduct empirical research based on a case study of two consumer cooperatives, Dure and iCOOP. The paper focuses on why and how these cooperatives, engaged in a similar institutional field, forge distinctive partnerships with different cooperatives to pursue Fair Trade. Design/methodology/approach - The research used a case study method to explore the collaboration dynamics between South Korean consumer cooperatives and Fair Trade cooperatives. This research approach is suited for addressing questions related to the covered reasons behind specific phenomena. Therefore, this study determined that a case study approach could effectively reveal the underlying questions of why and how Korean consumer cooperatives exhibit different collaborations with cooperatives to pursue Fair Trade. Findings - This paper clarifies how cooperatives cooperate based on an empirical case study using an institutional logic approach. Specifically, the authors focus on the different collaborative patterns of two South Korean consumer cooperatives to pursue Fair Trade. Cooperatives facilitate collaboration with particular cooperatives based on shared values and practices leading to legitimacy. Originality/value - This article has two contributions. First, the paper develops an elaborate explanation regarding cooperation between cooperatives beyond self-interested motivation or the distinctive nature of cooperatives. This paper highlights shared values, practices and legitimacy to explain cooperation between cooperatives. Second, the paper offers practical advice on fostering genuine partnerships between cooperatives. The case study shows that practitioners consider the importance of shared values and practices to foster more cooperation.