A marketing co-operative as a system of attributes
Changes in the market conditions for fruit and vegetables have induced Dutch co-operative auctions to restructure their sales and marketing activities. Nine auctions merged into VTN and established the marketing organisation The Greenery International BV. VTN/The Greenery have encountered many problems in their first years of operation. Part of these problems can be explained by the lack of organisational coherence in the new co-operative enterprise. VTN/The Greenery is analysed from the perspective of a system of organisational attributes. While the old system is taken apart, a new, coherent system has not been fully established. Further restructuring may have to take place before the new system of attributes will be efficient.
|Keywords||Co-operatives, Governance structure, Management, System analysis|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Bijman, W.J.J., Hendrikse, G.W.J., & Veerman, C.P.. (2000). A marketing co-operative as a system of attributes (No. ERS-2000-10-ORG). Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/18