A Marketing Co-Operative as a System of Attributes

Bijman, W.J. Jos; Hendrikse, George W.J.; Veerman, Cees P.

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A Marketing Co-Operative as a System of Attributes

15 Pages Posted: 20 Jan 2003

See all articles by W.J. Jos Bijman

W.J. Jos Bijman

Wageningen University and Research (WUR) - Agricultural Economics Research Institute (LEI)

George W.J. Hendrikse

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Cees P. Veerman

Wageningen University

Date Written: September 2000 5,

Abstract

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: Management, Co-operatives, Governance structure, System analysis

JEL Classification: M, M10, L2, L22

Suggested Citation: Suggested Citation

Bijman, W.J. Jos and Hendrikse, George W.J. and Veerman, Cees P., A Marketing Co-Operative as a System of Attributes (September 2000 5,). Available at SSRN: https://ssrn.com/abstract=370811