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The impact of cooperative structure and firm culture on market orientation and performance

  • Kyriakos Kyriakopoulos

    (University of Maastricht, Department of Marketing, P.O. Box 616, 6200 MD Maastricht, The Netherlands)

  • Matthew Meulenberg

    (Wageningen University, Department of Marketing and Marketing Research, Hollandseweg 1, 6706 KN, Wageningen, The Netherlands)

  • Jerker Nilsson

    (Swedish University of Agricultural Science, Department of Economics, P.O. Box 7013, S-75007, Uppsala, Sweden)

Registered author(s):

    Building on recent advances in cooperative literature and practice, we conceive two key organizational features of cooperatives: cooperative structure (in terms of control, ownership, and cost|pricing policies resulting in traditional and re-engineered co-ops) as well as entrepreneurial cooperative firm culture. Then we conceptualize and test the effect of these organizational features on the market orientation and performance of the cooperative firm relying on a sample of Dutch co-ops. We cannot establish a systematic influence of the cooperative structure; however, a significant influence of individualized member ownership on performance and of cost|pricing policies on market orientation has been found. Entrepreneurial firm culture has a significant effect on both market orientation and performance. [EconLit citations: L200, M310, Q130.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 379-396, 2004.

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    File URL: http://hdl.handle.net/10.1002/agr.20021
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    Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

    Volume (Year): 20 (2004)
    Issue (Month): 4 ()
    Pages: 379-396

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    Handle: RePEc:wly:agribz:v:20:y:2004:i:4:p:379-396
    Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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    1. Zvi Lerman & Claudia Parliament, 1990. "Comparative performance of cooperatives and investor-owned firms in US food industries," Agribusiness, John Wiley & Sons, Ltd., vol. 6(6), pages 527-540.
    2. Svend Albæk & Christian Schultz, 1997. "One cow, one vote?," CIE Discussion Papers 1997-01, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
    3. A. M. Hind, 1994. "Cooperatives - Under Performers By Nature? An Exploratory Analysis Of Cooperative And Non-Cooperative Companies In The Agri-Business Sector," Journal of Agricultural Economics, Wiley Blackwell, vol. 45(2), pages 213-219.
    4. Gruber, Jennifer E. & Rogers, Richard T. & Sexton, Richard J., 2000. "Do Agricultural Marketing Cooperatives Advertise Less Intensively Than Investor-Owned Food-Processing Firms?," Journal of Cooperatives, NCERA-210, vol. 15.
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