Perception of Value Co-creation Actions in Agricultural Cooperatives

Abstract

This research evaluates the perception of members regarding the value-creation actions offered by a cooperative and whether the characteristics of the member and cooperative affected this perception. A model to measure the perception of the value co-creation activities provided by the cooperative and member characteristics was created. The adopted methodology was a questionnaire and the Partial Least Square method. Value co-creation, professionalization of management, satisfaction and loyalty, and long-term time orientation of the member were measured based on the member's perception. The results demonstrate a significant association between satisfaction and loyalty and perception of value co-creation and a positive association between the long-term time horizon and the perception of value co-creation actions. In other words, perception of the benefits generated by the actions of the cooperative can be influenced by time orientation and level of satisfaction and loyalty. The main contribution is the creation of an instrument that measures the level of perception of value co-creation actions.

Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador

“…Therefore, the challenge that goes with this problem is focused on creating strategies that allow for taking advantage of strengths derived from its co-operative principles for the co-creation of value. This should guarantee continuity and expansion in the market (Ferraz et al, 2018). Hence, this study aims to provide a measurement tool that fits the specific needs and characteristics of the cooperative sector, considering the complexity of the study of this sector, which encompasses multiple activities.…”

Análise da relação entre os papéis assumidos pelos cooperados (usuário e/ou proprietário) e o desempenho socioeconômico percebido na cooperativa

“…Entretanto, é possível que outras características do cooperado, da propriedade rural e do produto exerçam influência sobre o desempenho socioeconômico percebido. Estudos anteriores informam que as diferenças de percepção estão relacionadas ao tempo de associação, idade do membro, tamanho da propriedade rural, distância geográfica, nível educacional, tipo de produto (por exemplo, Alho, 2015;Benos et al, 2016;Bhuyan, 2007;Cechin, Bijman, Pascucci, Zylbersztajn, et al, 2013b;Ferraz et al, 2018;Jensen-Auvermann et al, 2018;Kalogeras et al, 2009;Zheng, Wang, & Awokuse, 2012 (Kalogeras et al, 2009;Hohler & Kuhl, 2017).…”