A marketing co-operative as a system of attributes
2000-05-09
Research Paper
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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
Classifications using
Journal of Economic Literature (JEL) Classification System
- M : Business Administration and Business Economics; Marketing; Accounting
- L22 : Firm Organization and Market Structure: Markets vs. Hierarchies; Vertical Integration; Conglomerates
- L2 : Firm Objectives, Organization, and Behavior
- M10 : Business Administration: General
Automatically Extracted Terms
- greenery
- vtn /the greenery
- decision
- grower
- system
- management
- attribute
- marketing
- structure
- organisation
- member
- auction
- price
- value
- organisational
- market
- equity capital
- product
- problem
- ownership
