Bom Jesus Agroindustrial Cooperative: growth strategies

Claudia Monica Ritossa, Sergio Bulgacov and Jane Mendes Ferreira

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2011, vol. 15, issue 6, 1174-1188

Abstract: The present teaching case study in Management aims to place the student in the role of the decision-maker at the head of an agricultural cooperative organization that seeks strategic alternatives for growth through access to international markets in order to increase business efficiency, improve the delivery of services to its members and maximize the benefits it offers. The case of Bom Jesus Agroindustrial Cooperative, based mostly on the collection of primary data, illustrates the situation experienced by the organization in 2007 when the board of directors realized the need to rethink their production activities in view of the changes in total sales in previous years. An increase in exports and the diversification of activities emerged as strategic alternatives to achieve the desired goals. Accordingly, the facts that outline the circumstances that the directors of Bom Jesus were experiencing, supplemented by related theories, sustain the analysis and discussions that will enable students to identify and select the most appropriate strategic response to define what, how and where their products can be traded without losing sight of the principles of being a cooperative and the vision of growth of the organization. The case can be applied to the disciplines of Strategy, International Business and Agribusiness Management in undergraduate and post-graduate courses.

Date: 2011
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