A Marketing Co-Operative as a System of Attributes
15 Pages Posted: 20 Jan 2003
Date Written: September 2000 5,
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