Marketing Coordination in Agricultural Cooperatives

摘要

The use of marketing agreements adds elements of marketing coordination between211u001emembers and their cooperatives. Marketing agreements used in this study included 211u001eboth marketing contracts signed with members and bylaw provisions that required 211u001emembers to market with their cooperative. Type of product marketed and related 211u001emarketing services had a strong influence on the level of agreements. Except for 211u001edairy, cooperatives with marketing agreements had a greater proportionate 211u001einvestment in assets, especially fixed assets, than other cooperatives and were 211u001emore likely to use long-term sales contracts with their customers. Dairy 211u001ecooperatives had a range of bargaining and marketing relationships with their 211u001emembers that created a more complex asset investment relationship.