ISHS Acta Horticulturae 135: VII Symposium on Horticultural Economics, XXI IHC
RESULTS OF A COMPARATIVE ANALYSIS OF FLOWER MARKETING ORGANIZATIONS WITH DIFFERENT SYSTEMS FOR SALE IN GERMANY, F.R. |
| Author: | Chr. Möller |
| Abstract:
The paper presents the results of an empirical investigation of several cooperatives for marketing of ornamentals with different systems for sale (a) the flower markets where the products are sold by each producer himself and (b) where they are handled by the staff of the cooperative (anonymous sale system). The research approach is a behavioral oriented analysis of marketing systems which especially refers to the relations between system participants. From this viewpoint relations between levels in a distribution channel are characterized simultaneously by cooperative aspects; necessary because of the dependence of each participant on the other to reach individual goals, and by conflict which raises when systems gains are to be distributed among channel members. In terms of this approach that system is called the more efficient which is able to integrate best the divergent goal systems of channel members into a common marketing policy. The empirical results show that flower marketing cooperatives where producers sell their products themselves have some advantages in comparison to those with an anonymous sale system. Some hypotheses on the reasons for these results will be discussed in the paper. | |
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