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Michael L. Cook University of Missouri Graduate Institute of Cooperative Leadership (GICL). Thriving in Uncertain Times: Markets, Food, and Governing. In a cooperative Marketing, Strategy and Governing are interrelated. . Cooperatives are primarily user owned, controlled and benefiting.
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Michael L. Cook University of Missouri Graduate Institute of Cooperative Leadership (GICL) Thriving in Uncertain Times:Markets, Food, and Governing
In a cooperative Marketing, Strategy and Governing are interrelated.
Cooperatives are primarily user owned, controlled and benefiting There are cooperatives where the • Member is a Supplier • Member is a Consumer • Member is Both
What role can a director play in governing her/his cooperative through uncertain times?
Director Development Programs suggest that directors should ask more and better questions.
Our objective today is to assist in achieving this objective as it relates to strategy and marketing.
What is Strategy? The Central, Integrated, Externally Oriented Concept of How We Will Achieve Our Objectives
An Overview Strategic Analysis Strategy Values & Beliefs Mission & Vision Objectives Organizational Architecture
Five Elements of Strategy • Arenas • Vehicles • Differentiation • Staging • Economic Logic
The Five Elements • Arenas: Where will we be active? • Vehicles: How will we get there? • Differentiators: How do we set ourselves apart? • Staging: Speed and sequencing • Economic Logic: Impact measurement
Arenas Where will we be active? • Output Categories • Market Segments • Geographic Arena • Core Technologies • Value Creation Stages
Vehicles How will we get there? • Internal Development • Joint Venture • Licensing / Venturing • Acquisition
Differentiators Image Customization Cost Quality Ability to Continue Learning From Plow to Plate
Staging Speed Sequencing
Economic Logic Low Cost — Scale Low Cost — Scope Premium Price — Proprietary Service Premium Price — Proprietary Output Features A Continuum
Economic Logic How does this increase my per unit return? or
Economic Logic How does this help us achieve our vision — which is . . . . . . . . . !
An Overview Strategic Analysis Strategy Values & Beliefs Mission & Vision Objectives Organizational Architecture
A Collaborative Research / Teaching / Outreach Experience Graduate Institute of Cooperative Leadership (GICL) • Summer Institute • Board Chair / CEO • Undergraduate Courses • Graduate Seminars Embedded in Fosters • Cases • Outreach • Presentations • Training Professional Networks - Relationships - Trust Translates to Generates GICL Process Academic Outputs - Publications - Conferences • Ideas • Student Opportunities • Customized Programs • Exchanges Results in Informs Model Testing Finance Organizational Economics Management Sociology Law Agricultural Economics Model Development- Inductive - Deductive Leads to