THE MARKETING OF COOPERATIVE SOCIETIES

Razvan Decuseara and Manole Sorin-Daniel
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Manole Sorin-Daniel: “Constantin Brâncoveanu” University, Romania

Management Strategies Journal, 2013, vol. 22, issue Special, 411-419

Abstract: Cooperatives have proven to be a business model that has endured over time, even during the economic crisis. Even if they don’t have the scale of large companies, they manage, through their ability to adapt, to overcome challenges offered by the market they are acting. The fact that their members are working in these cooperatives makes them to engage more actively in cooperative work and also to be more responsible, in the end, working for them. Even if they don’t have marketing budgets, cooperative societies have understood, during time, what brand strength means, and especially how to maintain it over time. Thus, without much knowledge of modern marketing, they were positioned on a particular market segment and, through their work, they manage to fulfill as good as possible, the promise to that segment. This work aims to analyze the marketing of cooperative societies and how they used it to sell their products.

Keywords: marketing; positioning; cooperative societies (search for similar items in EconPapers)
JEL-codes: M31 P13 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:23:y:2013:i:s:p:411-419

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