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A Behavioural Analysis of Co-operative Marketing Organisations.

Palmer, Adrian, Barrett, Shirley and Ponsonby, Sharon (2000) A Behavioural Analysis of Co-operative Marketing Organisations. Journal of Marketing Management, 16 (1-2). pp. 273-290. [Journal article]

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URL: http://www.tandfonline.com/toc/rjmm20/16/1-3

DOI: 10.1362/026725700785100415


Most research to date on co-operative marketing has focused on large organisations. This paper explores co-operation that takes place between smaller businesses for the purpose of marketing the generic elements of their product. A review of literature discusses the business and social objectives of co-operative marketing organisations. It is suggested that the social element of such groups may be more important than in the strategic alliances of larger organisations. A proposition is developed that co-operative marketing groups have a tendency to begin life with a business focus, but over time a social focus becomes more important. The proposition is tested by a qualitative study of co-operative tourism marketing groups. While business objectives were cited by most co-operative groups as their primary goal, evidence within this study suggests that a drift toward more social objectives occurs as associations mature. Adopting a social role may be a means of extending the lifecycle of an association, while the missionary zeal of newer associations provides a focus for co-operation which has more clearly defined business objectives.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
ID Code:25543
Deposited By: Dr Sharon Ponsonby-McCabe
Deposited On:08 Apr 2013 10:21
Last Modified:08 Apr 2013 10:21

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