Dairy cooperatives marketing strategy determinants in Brazil and Australia: case studies

Authors

DOI:

https://doi.org/10.5585/exactaep.2021.16883

Keywords:

Agribusiness, Cooperativismo, Competitiveness.

Abstract

Dairy agribusiness is distinguished by its high concentration in processing stages. Under this scenario, adding value to production and differentiation have been considered as the most adequate strategies for business sustainability in the dairy context, including cooperatives. This paper attempted to analyze the determining factors for two dairy cooperatives actors, one in Brazil and one in Australia, to opt for the supply model in developed and developing countries. Data were obtained by use of semi-structured interviews with different actor strata and document analysis. The results showed that the choice for this type of structuring is due to previously strategic frustrations, corroborating organizational life cycle. However, cooperative exposure level to the context of threats to competitive forces can be reduced by the emergence of environmental microstructural institutional bases, with emphasis on contractual binding.

 

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Author Biographies

Gustavo Leonardo Simão, Universidade Federal do Espírito Santo – UFES

Doutor em Administração - Área de Concentração em Estratégia, Marketing e Inovação pela Universidade Federal de Lavras/MG.

Luiz Marcelo Antonialli, Universidade Federal de Lavras

Doutor em Administração pela Universidade de São Paulo (USP). Professor do Departamento de Administração e Economia da Universidade Federal de Lavras/MG.

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Published

2022-01-21

How to Cite

Simão, G. L., & Antonialli, L. M. (2022). Dairy cooperatives marketing strategy determinants in Brazil and Australia: case studies. Exacta, 20(1), 95–116. https://doi.org/10.5585/exactaep.2021.16883

Issue

Vol. 20 No. 1 (2022): (jan./mar.)

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Papers

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