Strategy and Value in Commodity Organizations: Oklahoma Wheat in the 21st Century

Conrad Lyford, Daniel Tilley and Jared Carlberg

Review of Agricultural Economics, 2003, vol. 25, issue 2, 540-548

Abstract: The Oklahoma Wheat Commission is the generic promotion organization for Oklahoma wheat. As agricultural marketing systems change, the value provided may need to adjust. This case illustrates the strategic challenges faced by producer organizations and many agricultural industries. Overall an opportunity to use strategic management tools is provided with a focus on balancing efforts to accomplish program activities with efforts to increase funding levels.

Date: 2003
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