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The advisor, a cornerstone in agricultural cooperatives' strategy
[Le conseiller, une pièce maîtresse sur l'échiquier de la coopérative agricole]

Author

Listed:
  • Olivier Frey

    (SADAPT - Sciences pour l'Action et le Développement : Activités, Produits, Territoires - INRA - Institut National de la Recherche Agronomique - AgroParisTech)

  • Maryline Filippi

    (UB - Université Sciences et Technologies - Bordeaux 1, SADAPT - Systèmes Agraires Développement : Activités, Produits, Territoires - INRA - Institut National de la Recherche Agronomique - INA P-G - Institut National Agronomique Paris-Grignon)

Abstract

Le conseil agricole reste soumis à d'importantes évolutions dues à l'accroissement de la technicité mais aussi, à la prise en compte des enjeux environnementaux. Impliquant trois agriculteurs sur quatre, le conseil coopératif est un élément essentiel de l'évolution de systèmes productifs agricoles et des filières agroalimentaires françaises. Cet article propose d'appréhender le conseiller en coopérative comme un courtier de connaissance permettant de penser les interactions entre les adhérents et leur coopérative. Si le conseil revêt une dimension technique, il possède également une dimension relationelle en lien avec la révolution introduite par les Technologies de l'Information et de la Communication (TIC). Dès lors, le conseil agricole coopératif devient emblématique de l'évolution des modes de gouvernance de ces entreprises. Le conseil personnalisé et payant révèle le basculement des valeurs coopératives, de l'égalité à l'équité. Abstract-Agricultural advisory services remain subject to significant changes due to the increase in the technical requirements but also the consideration of environmental issues. Involving three out of four farmers, the cooperative's advisory service is an essential element of the evolution of agricultural production systems and supply-chains in France. This article proposes to understand the cooperative's advisor as a broker of knowledge in order to illustrate the interactions between members and their cooperative. Agricultural advisory services have a technical, but also a relational, dimension, in conjunction with the revolution introduced by Information Communication Technologies (ICT). Therefore, the agricultural cooperative's advisory service becomes emblematic of the evolution of the governance model of these companies. The customized and chargeable advisory service reveals the swing of the cooperative values, from equality to equity.

Suggested Citation

  • Olivier Frey & Maryline Filippi, 2015. "The advisor, a cornerstone in agricultural cooperatives' strategy [Le conseiller, une pièce maîtresse sur l'échiquier de la coopérative agricole]," Post-Print hal-01885114, HAL.
    • Handle: RePEc:hal:journl:hal-01885114
    Note: View the original document on HAL open archive server: https://hal.science/hal-01885114
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    References listed on IDEAS

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